TJX is the leading off-price retailer of apparel and home fashions in the U.S. and worldwide, delivering great value on ever-changing merchandise selections at prices generally 20%-60% below department and specialty store regular prices, on comparable merchandise, every day.
We have a very wide customer demographic reach. It’s important that we challenge ourselves to find new and innovative ways to improve the shopping experience so that we may better serve the diverse needs of our customers.
As we strive to be a Retailer of Choice, customer engagement and customer service are important to us. We know that an engaged customer visits our stores more often, and a well-served customer is likely to shop more than one of our many retail brands.
We have implemented a number of “voice of the customer” initiatives in the U.S., including free-form customer surveys to complete via a mobile device, which allow customers to tell us how they rate their shopping experience. We review thousands of responses each month and regularly provide detailed reports to stores and store operations management. These reports provide the stores with specific, detailed feedback regarding performance so they may identify and resolve issues quickly – and ultimately improve their individual store performance. Having tangible input also allows us to develop clear customer service training for store managers, team leaders and Associates. This data has helped us to make broad improvements across our brands. For example, as a result of the feedback we received from T.J. Maxx and Marshalls customers, we implemented improved signs to differentiate our departments. Other store improvements include department-specific fixtures that allow us to transform product categories into small “shops” for flexible periods of time, multilingual signs that make it easier for customers to find what they are looking for and “pop up” cart stations for easy browsing.
In addition to survey data, we also work to have sincere and friendly conversations with our customers when they are in the store. Over the past few years, we’ve been particularly focused on engagement with our customers, and we have provided training to our store Associates on how to improve the customer experience while shopping in our stores.
Each brand has a website that highlights seasonal offerings, store locations and contact information for Customer Service groups. Our brands also leverage social media channels for real-time feedback on store experiences.
We are always looking for ways to enhance the “treasure hunt” shopping experience to encourage customers to shop us again and again.
We have dedicated Store Planning groups within each brand that are responsible for understanding the customer base across different geographic locations. This helps us to offer our customers the products they want, when they want them. Additionally, we give our store managers the flexibility to create their own floor displays and feature locally popular items. Over the last several years, we have reduced our store inventory, which has helped enhance the “treasure hunt” experience that our customers love and expect when they shop us.
We continue to grow our customer loyalty programs. In the U.S., we have expanded TJX Rewards beyond our credit card program to include TJX Rewards Access. It is similar to our TJX STYLE+ program in Canada, as both are a non-credit card option that offer customers special contests and sweepstakes, early access shopping, extended return policies and tips on new arrivals (specific benefits may vary by card and by region). We also are piloting a new loyalty program in the U.K. and Ireland.
Finally, we have a number of in-store programs designed to motivate and reward individual Associates, stores and store districts, as well as programs for Associates to share ideas among themselves, including thoughts on how to further improve customer service. The overarching goal of all of our programs is to teach, model and motivate excellence in customer service so that our customers have a wonderful shopping experience across all of our retail brands.