As always, a primary focus is our customers’ experience in our stores. We aim to provide our store Associates with training to enhance interactions with customers and help improve their experience while shopping in our stores. We have implemented a number of “voice of the customer” initiatives, including online customer satisfaction surveys, which allow customers to tell us how they rate their shopping experience. We receive thousands of responses each month and regularly provide reports to store operations management to provide specific, detailed, and timely feedback regarding store performance so they may identify and address issues quickly – and ultimately improve the in-store experience. This input also allows us to develop clear customer experience training for store managers, team leaders, and Associates.
This data has also helped drive broad improvements across many of our retail chains. For example, in the U.S., as a result of the feedback we received from T.J. Maxx and Marshalls customers, we implemented improved signs to differentiate our departments. We’ve also improved the design of our dressing rooms, added department-specific fixtures that allow us to transform product categories into small “shops” for flexible periods of time, created multilingual signs in some stores that make it easier for customers to find what they are looking for, and have implemented new processes and technologies to speed up checkout times and dressing room lines. In Europe, we continued to enhance the customer experience in our stores by focusing on store navigation and building a suite of fixtures that make it easier for our customers to shop. We have carefully tested each initiative to ensure it drives excitement about our products and continues to deliver the treasure hunt experience that we know our customers love.
Each retail chain 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.
Beyond brick-and-mortar stores, tjmaxx.com, sierra.com, and tkmaxx.com offer customers the ability to shop online 24/7, every day of the year. We congratulate our teams on having tjmaxx.com recognized as a Top 50 “favorite online retailer” by the National Retail Federation for four consecutive years, ranking #31 in 2017. The Top 50 ranking comes from a survey of more than 7,000 consumers who were asked to write in the name of the website where they shop most often for apparel and non-apparel items.