At one point or another, we have mentioned nearly every major food retailer in the US. One that has thus far escaped mention is Trader Joe’s. According to an article in Fortune, that’s how the company likes it (Inside the secret world of Trader Joe’s, Aug 23). The company is privately held and generally prefers not to talk about itself. I guess that makes writing an article on the firm a little harder than usual. The story that emerges, however, is pretty interesting. It depicts a firm that has tied its operations very closely to its strategy.
For those unfamiliar with Trader Joe’s, here is how Stephen Dubner (the New York Time’s resident Freakeconomist) put it:
[T]he world is divided into three sets of people.
1. Those who have never been to a Trader Joe’s, and perhaps have never heard of it.
2. Those who love Trader Joe’s more than they love their own families.
3. Those who love Trader Joe’s more than they love their own families and are incensed that there isn’t one nearby.
So Trader Joe’s is more than just a grocery store. It is something special that inspires loyalty. What is interesting about that is that as grocery stores go, it is pretty limited. As the article notes, a typical family cannot do all its shopping here even if wanted to. Being a loyal Trader Joe’s shopper means having to go to some other store as well. The question then is how does the firm offer enough value to justify coming in on a regular basis? First, somewhat counterintuitively, it limits its selection:
Trader Joe’s has a deliberately scaled-down strategy: It is opening just five more locations this year. The company selects relatively small stores with a carefully curated selection of items. (Typical grocery stores can carry 50,000 stock-keeping units, or SKUs; Trader Joe’s sells about 4,000 SKUs, and about 80% of the stock bears the Trader Joe’s brand.) The result: Its stores sell an estimated $1,750 in merchandise per square foot, more than double Whole Foods’. The company has no debt and funds all growth from its own coffers.
(more…)
Like this:
Like Loading...
Read Full Post »