Trader Joe's only works in a world where everyone is already using these tactics. Imagine a world where everyone was like Trader Joe's. The first grocer with a loyalty program that offered discounts, etc. would suddenly seem new and interesting. That grocer could easily position themselves as caring more about their customer than the others who have no such program.

Branding and market positioning isn't an absolute thing. It's done relative to other folks already in the market.