Why Are Trader Joe’s Customers the Most Satisfied in America?
A new study of consumers in North America finds that, when it comes to customer satisfaction, no grocery chain tops Trader Joe’s.
Those participating in the study conducted by Market Force were asked to rate their last shopping visit with a grocer and then whether or not they would refer that store to others. Trader Joe’s rated highest, followed by Publix and Whole Foods.
So what was it about Trader Joe’s that resulted in such high levels of customer satisfaction? The chain ranked first on atmosphere and fast checkouts, and second on cleanliness, courteous staff, merchandise selection and accurate pricing.
Interestingly, TJ’s was not in the top five in any of the following categories: convenient location, low prices, sales/promotions and one-stop shopping.
"With most consumers satisfied with their grocery-shopping experiences, it makes for a very competitive playing field for grocers looking to distinguish themselves from the masses," said Janet Eden-Harris, chief marketing officer for Market Force, in a statement. "We start to see the greatest opportunities for differentiation in operations-related attributes such as fast check-outs, gracious staff and atmosphere."
Market Force interviewed 6,645 women (73 percent) and men (27 percent) from the U.S. and Canada. Sixty percent reported household incomes of more than $50,000 a year with half having children at home.
- Trader Joe’s is Consumers’ Favorite Grocery Chain, According to Market Force Study – Market Force Information
Which operational area identified in the Market Force research — atmosphere, courteous staff, fast checkouts, cleanliness and accurate pricing — is most important for grocery chains looking to differentiate from the competition? Why do you think other factors including location, prices, promotions and merchandise selection did not weigh more heavily in customer satisfaction levels?