When you think of grocery shopping, you probably don’t get too excited.
Buying groceries is sort of like picking up dry cleaning. You have to do it, and if you’re lucky, you’ll get in and out quickly so you can move on with your day.
💵💰Don’t miss the move: Subscribe to TheStreet’s free daily newsletter💰💵
But shopping for food at Trader Joe’s takes an otherwise mundane experience and turns it into something special.
Related: Growing retailer’s return policy beats Costco’s by a mile
At Trader Joe’s, you never really know what you’re going to get. The popular grocery chain is constantly mixing up its inventory to keep customers well-fed and engaged.
In that regard, Trader Joe’s is similar to Costco, which has long aimed to give members a treasure hunt-style shopping experience.
When you roam the massive aisles of Costco, you never quite know what you’ll find. Similarly, if you go a few weeks without setting foot in Trader Joe’s and head over for a stock-up, you could conceivably end up with a dozen or more new products you’ve never before seen on the shelves.
Trader Joe’s makes a customer service decision Costco won’t.
Image Source: Shutterstock
Trader Joe’s is big on customer service
Another reason it’s more fun to shop at Trader Joe’s than other supermarkets is that the store’s employees are just about as nice as people come.
The company believes in service with a smile and then some. And to that end, Trader Joe’s employees know that maintaining a helpful, positive attitude is key.
Related: Trader Joe’s copies Costco, delights fans
Trader Joe’s also has a reputation for being a retailer that treats its employees well.
The company prides itself on not just competitive wages, but also a strong benefits package that includes a retirement plan, health care, and paid time off.
Trader Joe’s also likes to promote from within and reward employees who go above and beyond.
The company believes that a commitment to customer service starts by treating its own staff well. This, too, is similar to Costco’s approach to customer service and employees.
Trader Joe’s insists on human interaction
These days, most major supermarket chains have installed self-checkout lanes so customers can pay for their purchases quickly without having to make small talk with a cashier. In the mid-2000s, Costco, too, jumped on the self-checkout bandwagon.
But Trader Joe’s refuses to go the self-checkout route, despite how popular it’s become. And there’s a big reason for that.
Related: Costco members reject high-end food product
Trader Joe’s prides itself on providing customers with a fun, personal shopping experience. And adding self-checkout lanes just doesn’t align with that vision.
A big part of Trader Joe’s brand identity is its friendly staff. Consumers won’t get to enjoy the full benefit of shopping at Trader Joe’s if they bypass that part of the experience.
Plus, let’s face it. Technology isn’t perfect.
How many times have you attempted to use the self-checkout lane at your local supermarket, only for an item to fail to scan, or for a machine to start screaming at you to remove an item from the bagging area while you’re still holding it in your hand?
More retail:
Walmart CEO sounds alarm on a big problem for customersTarget makes a change that might scare Walmart, CostcoTop investor takes firm stance on troubled retail brandWalmart and Costco making major change affecting all customers
Trader Joe’s doesn’t want the checkout process to become stressful for customers in any way. So it would rather not adopt self-checkout and keep the status quo.
That’s perhaps a bad thing if you’re someone who hates people (and look, no one’s judging). But if you enjoy shopping at Trader Joe’s not just because of the fun and interesting new products, but because you’re consistently treated nicely, then you should be happy about the fact that the company is sticking with the system it’s always used.
Maurie Backman owns shares of Costco.
