Why Trader Joe’s is leaning into its lack of digital presence

Is Trader Joe’s bothered by its own lack of digital presence? Not at all. In fact, the grocer is instead focused on its brick-and-mortar, according to an episode of its latest podcast.

Often, according to the podcast episode, shoppers pose questions like: “Why doesn’t Trader Joe’s have online shopping? Why don’t you deliver?” 

The answer, according to TJ’s is: “We believe the store is our brand, that what happens within the four walls of your neighborhood Trader Joe’s is a huge part of what makes Trader Joe’s special.”

Matt Sloan, vice president of marketing at Trader Joe’s, said that ecommerce channels, especially delivery, “would only just add cost” which would detract from the resources that the grocer can invest in that in-store experience. Miller added that the company would rather spend that same money on well-trained associates, reports news and analysis company PYMNTS.

So, Trader Joe’s has made it a point to lean into its strengths and “be a brick-and-mortar on purpose,” starting with what’s inside its stores. Trader Joe’s Vice President of Marketing Tara Miller explained, “That experience would not be the same if you were trying to order something from a website that just showed you the products you already know about. … When you are shopping virtually as opposed to in a physical space, you tend to have blinders on, and you see the products you are already looking for.”