The halo of a reputation that Trader Joe’s has for shopper affinity was confirmed in a new survey. The retailer took the first spot in a recent Brand Intimacy Study from marketing and research firm MBLM, which used an AI-driven analysis of 1.4 billion words used by consumers in discussions of hundreds of brands.
According to MBLM, Trader Joe’s is a leader in creating emotional connections with its customers. In the analysis, the retailer was associated with keywords such as “delicious” and “tasty” and earned top marks across the archetypes of identity, ritual and indulgence.
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“Trader Joe’s is winning customer hearts and minds not only as the highest performing retailer in MBLM’s Brand Intimacy 2022 Study, but also among the top 10 out of hundreds of brands across industries,” said Mario Natarelli, managing partner at MBLM. “Its focus on unique offerings, affordable prices, friendly staff and creating its own unique ethos, is effectively connecting with customers, who see it as a preferred alternative to generic, anonymous grocery store brands.”
Costco ranked second on MBLM’s study, topping the expansive retail category that also included home improvement, beauty and clothing stores. Other food retailers faring well among shoppers include Amazon (No. 4), Whole Foods (No. 5), Aldi (No. 7), Walmart (No. 9), Target (No. 15) and 7-Eleven (No. 17).
On a broader level, MBLM’s analysis indicated that consumer loyalties to certain stores are strong. Since the onset of the pandemic, brand performance has increased by 19% and consumers have bolstered the brands with whom they are forming emotional connections by 9%.
Monrovia, Calif.-based Trader Joe’s is No. 27 on The PG 100, Progressive Grocer’s 2022 list of the top food and consumables retailers in North America. Issaquah, Wash.-based Costco is No. 3. Whole Foods is a wholly owned subsidiary of Seattle-based Amazon, which is No. 2. Batavia, Ill.-based Aldi U.S., Bentonville, Ark.-based Walmart U.S., Minneapolis, Minn.-based Target Corp. and Irving, Texas-based 7-Eleven are Nos. 12, 1, 6 and 13, respectively.