Trader Joe's is renowned for its folksy charm, super helpful staff, and of course, its cookie butter, but there's way more than that behind the supermarket chain's leading customer experience. We talk to retail guru Kevin Kelley, and Mark Gardiner, a marketing executive, who took a job there as a floor clerk, to find out how the secretive company attracts loyal superfans like Julie Geller, and Russ and Sandy Shelley.
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