This is a proposal for a digital strategy for the Trader Joe's grocery store chain. It is an assignment for ADV 892 at Michigan State University and includes company background, and suggestions for website revisions, social media using SCVNGR, a corporate blog and a mobile app.

1. beyond specialty food:
exploring the digital frontier
kate marone
adv 892-summer 2012
michigan state university

2. from humble beginnings as a
1950’s convenience store emerges
the…
grocery store
in U.S.
“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

3. “we explore the world
to find products
with
unique flavors, “Trader Joe’s is a
interesting stories treasure hunt
and incredible value.” for their
consumers and
they take pride
in keeping the
experience fresh
and unique.”
-Forbes Magazine

4. “Our favorite customers are
out-of-work college professors:
well-read, well-traveled,
and appreciate good value.”
-TJ Store Captain
THE CHALLENGE:
enhance the Trader Joe’s experience with
digital marketing and social media.

5. w w w . t r a d er jo e s . c o m
1. Optimize with
Keywords
 Gourmet
 Grocery
 Specialty Food
 Organic
 Natural
2. Create Cues to
Action
website
 Find a Store
 Build a Shopping List
 Try a Recipe
 Subscribe to Our Blog

6. Currently,
Trader Joe’s
has no
official
social
media
presence.
social media
A solution
uniquely suited!

7. A social, location-based
gaming platform for
mobile phones.
365+ stores with
unique challenges
social media
local flavor
involved
engagement
in-store adventures
at a new level

8. “the most
consumer friendly
monthly
newsletter”
and
“journalistic!”
Keep: engaging & quality content.
tj blog
New, dynamic platform
with additional stories, recipes,
photos, videos, dialogue with buyers!

9. Mobile Joe
- scvngr
- recipes
tj mobile app
- product guides
- new product alerts
- mobile shopping list
- wine pairings
- seasonal highlights
- product stories

10. Benefits
 More Foot
Traffic
 More Web
Traffic
 Customer
Interaction and
Engagement
 Increased Sales
 More Fun!