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. Our stores are located in diverse geographic areas, from urban to rural, and serve a diverse customer base. It is important that we challenge ourselves to find new and innovative ways to continually improve the shopping experience so that we may best serve the changing preferences, tastes, and concerns of our customers.
We seek to engage with customers when they visit our stores so they have a positive shopping experience. We believe our efforts to deliver great service are paying off. In 2017, and for the second year in a row, T.J. Maxx was voted Brand of the Year in the off-price retailer category by the Harris Poll. The Harris Poll surveyed more than 100,000 U.S. consumers regarding more than 4,000 brands to measure each brand’s equity over time in three areas: familiarity, quality, and purchase consideration. Likewise, in 2016, we were honored to be recognized as Retailer of the Year by the World Retail Congress.
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, sierratradingpost.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.
We strive to make our customers a top priority. We are always looking for ways to enhance the treasure hunt shopping experience as we believe the “thrill of the find” and an excellent experience help keep our customers coming back.
To achieve this, we have dedicated Store Planning groups within each retail chain that are responsible for understanding the customer base across different geographic locations. This helps us get the right products, to the right stores, at the right time, essentially giving the customers what they want, when they want it. Additionally, we give our store managers the flexibility to create their own floor displays and feature locally popular items. Our model allows us the flexibility to rebalance inventory levels in key categories, which has helped enhance the treasure hunt experience that our customers love and expect when they shop us.
We seek to increase our customer base and get excited when we see our customers shopping our stores again and again. To motivate customers, we offer various loyalty programs, which include both our TJX Rewards credit card and several non-credit incentives. Each program includes a variety of different perks. To learn more, visit our regional program websites:
Finally, we have a number of in-store programs designed to motivate and reward individual Associates, stores, and districts, as well as programs for Associates to share ideas, including thoughts on how to further improve the customer experience. The overarching goal of all of our programs is to teach, develop, and lead teams to provide excellence in customer service so that our customers have a wonderful shopping experience across all of our retail chains.