Introduction
Trader Joe’s is a beloved grocery store chain that has been around for decades. It is known for its unique selection of products, friendly customer service, and low prices. Now, a new study has found that Trader Joe’s ranks highest for “brand intimacy,” which is a measure of how emotionally connected customers are to a brand. This study shows that Trader Joe’s has a strong emotional connection with its customers, which is why it is so successful. This article will discuss the findings of the study and what it means for Trader Joe’s.
Trader Joe’s Ranks Highest for “Brand Intimacy,” New Study Says
A new study has found that Trader Joe’s ranks highest for “brand intimacy,” a measure of how emotionally connected customers are to a brand. The study, conducted by MBLM, a brand intimacy agency, surveyed 6,000 consumers in the United States, Mexico, and the United Arab Emirates.
The study found that Trader Joe’s scored highest in the “brand intimacy” category, with a score of 8.2 out of 10. This score was higher than the scores of other popular grocery stores, such as Whole Foods (7.7), Kroger (7.3), and Walmart (6.9).
The study also found that Trader Joe’s customers are more likely to be loyal to the brand, with 81% of customers saying they are likely to recommend the store to others. Additionally, the study found that customers are more likely to shop at Trader Joe’s for the experience, rather than just for the products.
“Trader Joe’s has created an emotional connection with its customers that goes beyond the products they offer,” said Mario Natarelli, managing partner at MBLM. “The store has created an experience that customers enjoy and are loyal to, which is why it ranks highest in brand intimacy.”
The study also found that Trader Joe’s customers are more likely to be younger, with the majority of customers being between the ages of 18 and 34. Additionally, the study found that customers are more likely to be female, with women making up 57% of customers.
Trader Joe’s has become a popular grocery store in recent years, with its unique products and customer service. The store has also become known for its commitment to sustainability, with a focus on reducing waste and using environmentally friendly packaging.
It’s clear that Trader Joe’s has created an emotional connection with its customers, and this new study shows that the store is succeeding in creating a loyal customer base. With its commitment to sustainability and customer service, it’s no wonder that Trader Joe’s ranks highest for “brand intimacy.”
From the wide selection of fun, festive products to the famously friendly crew members, it’s hard not to get a warm and fuzzy feeling when stepping into Trader Joe’s.
To further validate its glowing reputation, a recent study crowned the cult-favorite grocery chain as the top brand in the retail category when it comes to forming emotional connections with customers.
As part of its 2022 Brand Intimacy Report, marketing agency MBLM used an artificial intelligence-driven analysis of 1.4 billion words used in consumer discussions about more than 600 brands. The agency, which defines brand intimacy as “the emotional science that measures the bonds we form with the brands we use and love,” found that nearly 50% of the individuals who write about Trader Joe’s “are in some form of intimacy with the brand.” Among the words associated with the grocer on social media, “Delicious” was a highlighted as one of them.
Moreover, the grocer earned its highest score in Indulgence, a brand intimacy archetype focused on creating close relationships that revolve around “moments of pampering and gratification.”
Beyond reigning supreme in the retail category, Trader Joe’s ranked seventh among all of the brands in the report, with Disney, Tesla, and Apple leading the pack.
“[Trader Joe’s] focus on unique offerings, affordable prices, friendly staff and creating its own unique ethos, is effectively connecting with customers, who see it as a preferred alternative to generic, anonymous grocery store brands,” said Mario Natarelli, a managing partner at MBLM.
Costco took the second place title, getting its highest marks in Fulfillment, a brand archetype focused on “exceeding expectations, delivering superior service, quality and efficacy.” Like Trader Joe’s, the members-only warehouse club was found to be frequently associated with a food-focused keyword—”Tasty.” Closing out the top five in the retail category were H&M, Amazon, and Whole Foods.
Reflecting on the study as a whole, MBLM notes that brand performance has increased by 19% since before the pandemic, with 9% more consumers forming emotional connections with brands since the pandemic started.
Brianna Ruback