Keepin' it real: Whole Foods and Trader Joe's videos ~ Brand Mix

Wednesday, June 15, 2011

Keepin' it real: Whole Foods and Trader Joe's videos

People love their Whole Foods and Trader Joe's even though (or maybe because) they're not perfect. These fantastic consumer-made videos show the love even as they share the frustrations of the shopping experience

1) Whole Foods Parking Lot

Frustrations: Too few parking spaces, high prices ("$80 for six items"), annoying fellow shoppers who block the aisle while they are on their phone, "fools with clipboards" (people taking surveys outside the store), little shopping carts, out-of-stock items (Humboldt Fog Cheese), discontinued items (Kombucha), slow lanes.
Key quote: "This buster’s on his iPhone talkin to his friends/ Pickin up some cayenne pepper for his master cleanse./ “You’re the most annoying dude I’ve ever seen, brah./ Could you please move? You’re right in front of the quinoa.”

2) If I Made a Commercial for Trader Joe's

Frustrations: Too few parking spaces in the parking lot, discontinued items, poor sample rotation, organic sugar that won't pour, small coffee cups, the electronic field that locks up shopping carts, ripping paper sacks, people using the express lane with too many items, empty shelves at dinner time
Key quote: "It's aloe chunk juice, whatever that is..."

Anyone shopping at either of these stores (at any location) shares at least some of these frustrations yet we all come back for more. Yes, of course, the pluses outweigh the minuses but I think there's more to it than that. These frustrations actually make the stores more endearing. Why is that and what does that mean for customer experience design?

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