Loyalty among Trader Joe’s customers is high but the national, privately held grocery chain must keep pace with changing customer expectations and a business landscape that is increasingly going digital. The idea was to pitch a loyalty program that would reward Trader Joe’s most valued customers with unique and practical benefits without changing the company’s core principles. This was no easy task because Trader Joe’s does not offer discounts or coupons nor online shopping.

A landing page (above) consistent with Trader Joe’s brand and design and customer data and privacy policy was created to explain the simple program, process, benefits and enrollment. Here are the results:

• Landing page to enroll customers was created through WordPress consistent with Trader Joe’s branding and style

• Google paid search ads campaign developed with appropriate keywords and ad copy

• Paid social media ad campaign for Trader Joe’s Instagram and Pinterest accounts with retargeting strategy to ensure potential enrollees will view and sign up for program

• Automated email marketing campaign that welcomes new program enrollees, encourages them to accumulate points and informs them about their favorite and new items

• Appropriate, measurable and realistic key performance indicators to track progress of digital campaign

• For more information you can view a presentation of the Thrifty Trader Rewards Program here.