beyond specialty food: exploring the digital frontier

kate marone adv 892-summer 2012

michigan state university

from humble beginnings as a 1950’s convenience store emerges the…

“TJ culture dips into the health food movement, the gourmet food, wine and booze craze, and the ever-popular discount ideal, but all in moderation.” -Associated Press

grocery store in U.S.

“we explore the world to find products with unique flavors, interesting stories and incredible value.”

“Trader Joe’s is a

treasure hunt for their

consumers and they take pride in keeping the

experience fresh and unique.”

-Forbes Magazine

“Our favorite customers are out-of-work college professors:

well-read, well-traveled,

and appreciate good value.” -TJ Store Captain

THE CHALLENGE:

enhance the Trader Joe’s experience with digital marketing and social media.

web

site

1. Optimize with Keywords

Gourmet Grocery Specialty Food Organic Natural

2. Create Cues to Action

Find a Store Build a Shopping List Try a Recipe Subscribe to Our Blog

www.trader joes .com

soci

al m

edia

Currently,

Trader Joe’s has no official social media

presence.

A solution uniquely suited!

A social, location-based gaming platform for mobile phones.

365+ stores with unique challenges

local flavor

involved

engagement

in-store adventures at a new level

soci

al m

edia

tj b

log

“the most consumer friendly

monthly newsletter”

and

“journalistic!”

Keep: engaging & quality content. New, dynamic platform with additional stories, recipes, photos, videos, dialogue with buyers!

tj m

obile

app

Mobile Joe

- scvngr - recipes - product guides - new product alerts - mobile shopping list - wine pairings - seasonal highlights - product stories

Benefits

More Foot Traffic

More Web Traffic

Customer Interaction and Engagement

Increased Sales More Fun!