Trader Joe’s Approach to Customer Experience

When it comes to customer experience, many retailers try to force their workers to be friendly and welcoming through scripted interactions and routines. However, this approach often backfires, making it obvious that the interaction is not genuine. Experience Investigators CEO Jeannie Walters explained that when retailers create scripts for their workers, they are essentially trying to mandate behavior, which can lead to a negative experience for customers.

Trader Joe’s, on the other hand, has taken a different approach. The grocery store chain has created a work environment where employees are genuinely happy and friendly, which in turn leads to a positive customer experience. Trader Joe’s topped Forbes’ annual list of best employers in 2025, indicating that the company’s approach to employee satisfaction is paying off.

Unlike Target’s new structured greeting policy, which mandates that frontline workers interact with customers, Trader Joe’s has created working conditions where genuine interactions happen naturally. Walters noted that Trader Joe’s hires people who are comfortable talking to customers and are naturally warm, which allows them to provide a more authentic experience for their customers.

Target’s 10-4 Program

Target recently implemented a new policy called the 10-4 program, which requires employees to smile, make eye contact, wave, and use welcoming body language when within 10 feet of customers. Employees within 4 feet of customers are expected to personally greet shoppers, smile, and offer to help. The program aims to create a welcoming atmosphere for customers, but some experts argue that it may not be as effective as Trader Joe’s approach.

Walmart, on the other hand, has eliminated greeters from its stores and replaced them with ‘customer hosts’ who have expanded responsibilities. This change was made a few years ago, and it’s clear that Walmart is taking a different approach to customer experience.

The Importance of Authenticity

Authenticity is key when it comes to customer experience. When customers feel like they’re being treated with genuine care and concern, they are more likely to return to the store and recommend it to others. However, when retailers try to force their workers to be friendly and welcoming through scripted interactions, it can come across as insincere.

According to a Cornell University research paper, customers can quickly discern when an employee is following a service script. In fact, a study of 2,407 U.S. hospitality customers found that many customers have a generally negative view of scripted services. The best retail employees are those who are authentically engaged with customers without spending too long on scripted interactions.

As Better Retailing noted, ‘fake interest is not good customer service.’ Retailers should focus on creating a work environment where employees are genuinely happy and friendly, rather than trying to force them to follow a script.

Conclusion

Trader Joe’s approach to customer experience is one that many retailers could learn from. By creating a work environment where employees are genuinely happy and friendly, Trader Joe’s has been able to create a positive customer experience that sets it apart from its competitors. While Target’s 10-4 program may aim to create a welcoming atmosphere, it’s clear that authenticity is key when it comes to customer experience.

By focusing on creating a genuine and authentic experience for their customers, retailers can build loyalty and drive sales. As the saying goes, ‘you can’t fake it till you make it.’ Instead, retailers should focus on creating a work environment where employees can provide a genuine and authentic experience for their customers.