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Tj maxx
 

 

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    Tj maxx Tj maxx Presentation Transcript

    • Holly Eisenhart PRAD 391: Professor RagasAnna SkarvanBriza Cardenas November 10, 2011Gaby PadillaKelly Stotmeister Contact: hollye1637@aim.com
    •  Holly Eisenhart – hollye1637@aim.com Anna Skarvan – anna.skarvan@gmail.com Briza Cardenas – brizabreeze@gmail.com Gaby Padilla – gabrielahpadilla@gmail.com Kelly Stotmeister – kstotmeister@gmail.com
    •  T.J. Maxx was founded in 1976, and together with Marshalls, forms The Marmaxx Group, the largest off-price retailer of apparel and home fashions in the U.S. # of stores: 923 Annual Revenue: 21.9 billion (TJX Companies) Also owns Marshalls, Homegoods, TK Maxx, & bought out AJ WrightSource:(www.tjx.com).
    •  “Maxxinista” “Shoppertunistic” “Get the max for the minimum”
    • TJ Maxx: Total posts: < 20,000
    • 1. Micromedia4. Mainstream News2. Forum Replies 5. Facebook3. Blogs
    •  Overall sentiment: Positive – Neutral Negative: Store/staff specific, did not reflect TJ Maxx as an overall company
    •  High volume of content from Flickr High volume of content from blogs (fashion related) High volume from YouTube
    •  Marshalls has the highest volume of mentions
    •  Create program for employees to spread positive awareness of Brand Reputation  Many negative posts were by employees  Let them know they are important to brand  They are representatives and should not speak negatively of the company Interact with Customers on Twitter and Facebook  Respond to tweets  Try to fix problems by addressing issues and helping people solve problems  Direct customers to correct outlets for problems  Encourage dialogue
    • Our suggestions include the use of: •Twitter •Facebook •FourSquare •Mobile App
    •  Incorporate hashtag: #maxxinista Create Twitter game and receive points for each entry (similar to Top Shop on SCVNGR) All tweets must include #maxxinista to be included in contest  Phase 1: Tweet favorite store location, TJ Maxx brand, best discount, date of last trip to TJ Maxx, etc. ▪ Each tweet is assigned points from 1-10 ▪ Participants receive 10% discount voucher link  Phase 2: Tweet pictures of each type of item from TJ Maxx including: shoes, tops, dresses, bags, accessories, etc. ▪ Each tweet is assigned points 1-10 depending on how many times it is re- tweeted ▪ Participants with the most re-tweets are entered into a sweepstakes to win a $250 shopping spree.
    •  Show Us Your MAXXINISTA style series  Contest takes place the last week of every month  Can only participate if they “Like” TJ Maxx page  Consumers upload pictures wearing or holding products they have purchased at TJ Maxx ▪ Encourage Facebook friends to like their picture ▪ Drives traffic to the TJ Maxx Page ▪ At the end of the week the person with the most likes is the winner ▪ The winner received a $100 Gift Card to TJ Maxx
    •  Stickers on the entrance doors at each location  50th person to Check in at each location receives 10% off their purchase ▪ Show phone to clerk to receive discount▪ Maxxinista Badge ▪ FourSquare Users encouraged to visit multiple locations ▪ After visiting 5 locations awarded the badge
    •  Alerts for when new shipments arrive at stores Store Locator to find the closest store to you How Low Can You Go game – How To Play: • Select items from different categories including shoes, apparel and accessories • Move on to the next level by having lowest check out price • 1st level: $1,000 and 10th level: $100 • Each level unlocks lower priced items Steal vs. Splurge game – How to Play: ▪ Two items show up on the screen ▪ Decide which is the steal and which is the splurge ▪ After getting 20 correct, player is marked as Maxxinista and can share accomplishment on twitter or facebook
    •  Online activity is fairly stagnant at this point Marshalls is leading the social media trend among discount department stores Focus on social media campaign to increase awareness, and consequently sales