TJ Maxx & Discount Competitors

Holly EisenhartAnna SkarvanBriza CardenasGaby PadillaKelly Stotmeister

PRAD 391: Professor Ragas

November 10, 2011

Contact: hollye1637@aim.com

Team Member Contact Information

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

Brand History

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 Wright

Source:(www.tjx.com).

Brand Positioning

“Maxxinista” “Shoppertunistic” “Get the max for the minimum”

Social Media Profiles

TJ Maxx:Total posts: < 20,000

Breakdown of Social Media by Type

1. Micromedia 4. Mainstream News2. Forum Replies 5. Facebook3. Blogs

Sentiment

Overall sentiment: Positive – Neutral Negative: Store/staff specific, did not reflect TJ

Maxx as an overall company

Top Social Media Influencers High volume of content from Flickr High volume of content from blogs

(fashion related) High volume from YouTube

Topics & Key Words

Competitive Analysis

Marshalls has the highest volume of mentions

HR/Customer Relations Suggestions

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

Possible Social Media Campaigns

Our suggestions include the use of:

•Twitter•Facebook•FourSquare•Mobile App

Twitter Suggestions

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.

Facebook Suggestions

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

FourSquare Suggestions

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

Mobile Phone App Suggestions 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

Conclusion

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