trader joe's digital strategy_marone_adv892
DESCRIPTION
This is a proposal for a digital strategy for Trader Joe's grocery store chain. It includes company background and culture, then suggests website changes, social media platform use with SCVNGR, a corporate blog and mobile app. This is an assignment for ADV 892 at Michigan State University, Summer 2012.TRANSCRIPT
beyond specialty food:beyond specialty food:exploring the digital exploring the digital
frontierfrontier
kate maronekate maroneadv 892-summer 2012adv 892-summer 2012
michigan state universitymichigan state university
from humble beginnings from humble beginnings as a as a 1950’s convenience store 1950’s convenience store emerges emerges the…the…
“TJ culture dips into the health food movement, the gourmet food, wine and booze craze, and the ever-popular discount ideal, but all in moderation.” -Associated Press
grocery store in U.S.
“we explore the world to find products with unique flavors, interesting stories and incredible value.”
““Trader Joe’s Trader Joe’s is a is a
treasure treasure hunt hunt for for
their their consumers consumers
and they take and they take pride in pride in
keeping the keeping the experience experience
fresh and fresh and uniqueunique.”.”
-Forbes Magazine-Forbes Magazine
““Our favorite customers Our favorite customers are are
out-of-work college out-of-work college professors:professors:
well-readwell-read, , well-well-traveledtraveled, ,
and appreciate and appreciate good good valuevalue.” .”
-TJ Store Captain-TJ Store Captain
THE CHALLENGE:
enhance the Trader Joe’s experience with digital marketing and social
media.
1. Optimize with Keywords
Gourmet Grocery Specialty Food Organic Natural
2. Create Cues to Action
Find a Store Build Your Shopping List Try a Recipe Subscribe to Our Blog
www.traderjoes.com
Currently, Trader
Joe’s has no
official social media
presence.
A solution uniquely suited!
A social, location-A social, location-based gaming based gaming platform for mobile platform for mobile phonesphones..
365+ stores with unique challenges
local flavor
involved engagement
in-store adventures at a
new level
“the most consumer friendly monthly
newsletter”and
“journalistic!”
Keep: engaging & quality content.
New, dynamic platformwith additional stories, recipes, photos, videos, dialogue with buyers!
Mobile Joe-scvngr-recipes-product guides-new product alerts-mobile shopping list-wine pairings-seasonal highlights-product stories
Benefits
More Foot Traffic
More Web Traffic
Customer Interaction and Engagement
Increased Sales
More Fun!
