Trader Joe’s has been doing this for years. My kids always loved it and it made them more excited to go to TJ’s versus Kroger, Giant Eagle and other competitors. It fits with the brand and, therefore, comes across as genuine. “Unpromoted” engagement efforts like this help foster loyalty.

This reminds me of the secret menus that some QSRs have. It may have an impact on those that know it exists but will have no impact on those that don’t. The real question is, does this impact the shopping experience? Again, for those in the know maybe but for the rest no.

For those that know, it helps keep kids from being bored and disruptive. It is a great idea as long as someone is always on top of it. Definitely might help in extending the shopping time…

Love it … and it’s way less creepy than the Elf on a Shelf! This is just a great example of how simple it can be at times to create an amazing customer experience. Kids clubs, treats, activities … make it fun for the kids. Parents will stay longer in your store, and reward you along the way.

I agree that this game only works if you know it exists. But for those who do, it offers a purpose when the kids are in Trader Joe’s and potentially prevents unwanted boredom. And importantly it becomes a reason for kids to be agreeable rather than object when a parent says “we’re going to Trader Joe’s.”

As one of the least digitally mature grocers on the planet, programs like this prove that not everything has to be digital. Providing a unique experience in the store with “analog” programs like this can be just as impactful as fully digital experiences.

It’s the experience, stupid.

Seriously, Rich and I have a slogan for keeping kids happy while shopping, and keeping mom and dad coming back: “Love me, love my kids.”

We recommend everything from Mommy and Me classes to kid focused in-store events like Parking Lot Olympics, Kid’s Store Tours, Make an Ornament – we literally have run and collected hundreds. Our Kid’s Cookie Credit Card gets a child a pre-wrapped cookie or box of animal crackers when they flash their card. Where do you think a kid wants to shop? Trader Joe’s hiding stuffed animals is brilliant in its simplicity; it makes it easier for mom and dad to shop, and that’s the point.

It’s a genius practice of Trader Joe’s to have kids find the stuffed animals. My daughters of 6, 13 and 17 love this practice of Trader Joe’s and I love watching my older ones help my younger one. The hide and seek practice ties closely to their brand and goal of “dedication to the highest quality of customer satisfaction delivered with a sense of warmth, friendliness, fun, individual pride, and company spirit.”

There are plenty of things that stores can do to help kids stay engaged during the shopping trip. Here are a few:

1. Seasonal coloring/crafts;
2. Teachable cooking moments — making cookies, brownies, etc.;
3. Healthy eating events for kids.

Trader Joe’s proves it understands the needs of young families. At a minimum, grocery shopping is a weekly necessity. Adding stuffed animals makes in-store shopping more fun, reducing the risk of tantrums among kids (or their parents).

I believe Trader Joe’s understands the “theater” of shopping. If you engage the kids you secure the parents’ loyalty. I love their idea of hide and seek and also love Whole Foods cooking classes that teach children healthy choice dining and snack habits.

Lowe’s offers woodworking classes for children with free kits for things like birdhouses. It doesn’t just stop with young children as Meijer, the Michigan based superstore retailer, understands with their Back to College Meijer Mania event where they offer students bus transportation from campuses to their local Meijer store for a night of back-to-school shopping and celebrations, including a DJ, photo booth and interactive games and contests.

These retailers understand the lifetime value of engaging their customers at an early age so they will win a customer for life. These are all creative ways to entice people to shop in-store instead of online.

A terrific way to get the children involved in the grocery shopping experience. Plus, it adds a dimension of fun to an otherwise boring shopping outing. The key is to engage today’s children who will become tomorrow’s Trader Joe’s shoppers. Great example of a low cost, high return (present and future) tactic.

Trader Joe’s shows us that not all successful, engaging in-store experiences need to be digital! Bravo! Engaging any shopper at a grocery store can be challenging enough to make it a great experience, certainly more so for kids. Cooking classes for kids and parents can certainly create a fun activity for the family while also endearing the brand and generating loyalty, but those are planned and won’t impact the actual shopping experience. Hiding kid-friendly elements around the store, offering tastings, providing free fruit – these are all great ideas that can make grocery shopping with kids more enjoyable and memorable. As a parent myself, all of these are much appreciated at the stores we frequent.

Kids’ games engage children and their parents. Stew Leonard’s does a superb job with their animated singing characters and live petting zoo.
The only concern I have about hide and seek is losing my child in the store. Anyone who has turned around and lost their kid knows the panic that ensues.

How about that — experiential retail at the simplest possible level. AI not necessary. VR not necessary. New app not necessary. New digital/tech anything not necessary. Clever and thoughtful wins the day. Treasure hunt wins the day.

People need reasons to visit stores and as Georganne aptly says below, “it’s the experience…”! Trader Joe’s is what it is and they trade – pun intended – at least in part on the nuances of the experience as well as the signature goods they sell. As people wear out on all things Amazon, Trader Joe’s is incredibly well positioned to pick up those willing to defect, especially as Amazon degrades the shopping experience at Whole Foods (which I think it is doing).

What a great and simple way to offer kids an activity while they are shopping in the store with their parents. Parents know the challenges of trying to check off items on a shopping list with small kids in tow! Kids don’t generally want to go grocery shopping. But the challenge of finding a stuffed animal (or getting free samples at Costco, or getting a free treat at Giant Eagle) offers kids a reason to want to go. This is a great example of providing “experiences” within the store environment to encourage shopping.

When mom or dad takes the kids with them on a day of errands – that includes grocery shopping – don’t think the kids are just along for the ride. They have influence. That influence is based on their past experiences. They can be swayed by hidden stuffed-animals, free cookies, miniature shopping carts and more. Engage the economic buyers as well as the influential buyers (the kids).

I think it’s a bit ridiculous, but if it’s working, a great reminder that grocery is not my expertise. I remember running into the grocery store as a child and headed straight to the bakery to watch the cake decorator while my parents shopped, and to snag my free cookie. It kept me entertained the entire shopping trip and my parents knew where to find me. I like the idea of cooking classes and would not be opposed to a reading area. I think every business needs to not just think of pure entertainment, but long-term strategy and higher-impact value. Hide-and-seek gets old. Consistency can create loyalty and experience expectations.

Cooking classes, reading areas, cake decorating, and more activities to bring families together and kids from making grocery trips a chore.