I visited this summer Trader Joe's for the first time. It's really a unique concept, with special mention to the in-store communication and private label range development.
Belonging to Aldi Group, the company shares the parent company the cult of secret. To know more about Trader Joe's, I suggest the book by Len Lewis, The Trader Joe's Adventure (a book recommended by Jean-Pierre). I particularly liked the description of the target client made of aphorisms :
- Out-of-work PhD's
- College professors who drive old Volvos
- Overeducated and underpaid
- People with champagne tastes and beer incomes
- Yuppie epicures in search of Tasmanian feta cheese
Here's a video shot a sunday afternoon. A lot of clients !!