Trader Joe's focuses on many unaware products to satisfy customer curiosity. Even Trader Joe's doesn't sell the same products, their products change all the time. They place 10 to 15 new products in the store each time, which makes customers feel like they are playing a treasure-hunting game when shopping in the store. This way, customers are more willing to shop at Trader Joe's. Trader Joe's also followed the statement in their cost leadership strategy that they do not create a large mall area, instead a location less than 10,000 square feet that carries fewer items than the regular market. This shows that people prefer to shop in the area with fewer items because it can save time in searching for products and considering purchasing products. Competitive Advantage Secrecy is the primary competitive advantage for Trader Joe's. Trader Joe's will never share information about its suppliers and who is making the product with competitors or customers. This way, Trader Joe's can keep its selling price lower than other markets. Customer loyalty is another competitive advantage. Trader Joe's does not provide the membership card to the customer, however the customer would still like to choose Trader Joe's just for this