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