Mark Gardiner was an award-winning Copywriter and Creative Director, the VP of Marketing at one of Canada's best-loved retail chains, and ran his own ad agency. Then, he took a $12 per hour job at Trader Joe's, and discovered how one of America's most secretive companies built the strongest brand in its category, without ever spending a cent on brand advertising.
Want to create a cult of customers devoted to your own brand? Then you need to read "Build a Brand Like Trader Joe's"
A lesson IKEA could learn from TJ's (but probably won't)
Last year, IKEA came to the Kansas City metro for the first time. My friends asked me if I was going to get a job there, and write a book about that brand—the way I did when Trader Joe's arrived a few years ago.
Trader Joe's customer service is to IKEA's customer service what meatballs are to poo.
I didn't, but I can't help myself, when it comes to analyzing customer service in any retail setting. What I've learned is that, when it comes to front-line customer service staff, IKEA's no Trader Joe's. Based on my observations, IKEA could learn a lot from TJ's.