Convenience is the most important criterion for a satisfying shopping experience and searching for parking spaces can potentially discourage otherwise satisfied consumers from coming to the store.Risks: The Risks are an integral part of a business strategy and cannot be completely avoided. Analysts warn that Trader Joe's could lose its "quirky and cool" feel as it expands and opens more stores. The company must carefully balance its quirky, friendly neighbor store image while expanding nationally. Nowadays, no business can ignore the importance of effective analysis and understanding of consumer preferences; but Trader Joe's should be very careful when deploying a loyalty or similar program to collect consumer information. The company should not suddenly start offering discounts or promotions with a loyalty card, as this could affect the everyday low-cost value proposition in the minds of consumers. The company's lack of social media presence could be another reason for its appeal among fans. The company must be careful not to lose this while developing its social media presence and starting to communicate directly with