Trader Joe's has to be one of my favorite business stories and brands today. I personally love to shop there (and I hate shopping). It's an example I often use of a great customer experience, but also one that validates the strategy of finding an under serviced niche that exists and servicing it better than anyone else (kind of like what's going on on the Web with all this 2.0 nonsense). So when this video surfaced, filmed using a Palm Treo presumably by a Trader Joe's cuatomer—I practically squealed with delight (on the inside of course). Trader Joe's doesn't support people taking videos in their stores, so in theory they could threaten some kind of action. But being a "TJ" fan, here's what I would recommend they do instead (assuming this is an authentic video produced by an actual customer).
There are close to 100 comments on the video and over 33,000 views of the video. Track all mentions and embeds of the video and listen to how people are responding to it. If Trader Joe's isn't using a conversation monitering service, go with the the tools available out there such as social mention.
The video is mostly complimentary but shows Trader Joe's warts and all. Once input has been gathered from across the Web, put together a report with some qualitative findings that can be discussed internally within the organization. Remember, a brand isn't what you say it is—it's what they say it is. What can Trader Joe's Learn if anything?
Use the video as fodder to figure out how your orginzation will respond to these types of inevitable situations (similar to the volume content generated by scores unofficial Trader Joe blogs). Maybe it's time for TraderJoes.com to embrace some of these fan blogs/videos? There's some great stuff out there.
Engage your customers in the comments. Talk to them—but only after you've taken the other steps. Use it as an opportunity to get into why they love your brand and what could be better about it. Then go back to listening—lather, rinse and repeat.
I heart Trader Joe's. And this video. It's catchy as hell and one of the best advertisements they never made.