Sales Tactics At T
Final Paper Part 1
June 2015
Social Media and PR
Introduction
T.J. Maxx is an off-price retailer that specializes in offering brand name and designer fashions at prices that are normally 20%-60% off the department store price. As defined by their document “Background Information” on their website, off-price retailing is, “brand-name merchandise at great values, opportunistic buying, substantially lower prices than department and specialty store regular prices, rapidly changing assortments, aggressive inventory management, and low cost structure”. T.J. Maxx offers many different types of merchandise in its stores, such as men’s, women’s, and children’s apparel, beauty products, accessories, shoes, and home goods. Each T.J. Maxx has deliveries made with new merchandise several times a week, and new products are added to the floor almost daily. Since new merchandise comes in so frequently and the same things are rarely re-stocked twice, T.J. Maxx prides itself on giving its customers the “treasure hunt” shopping experience. There are currently over 1,000 stores in 49 states and Puerto Rico, and the chain continues to expand. (How We Do It). In terms of social media networks, T.J. Maxx currently uses Facebook, Twitter, Instagram, Pinterest, YouTube, Google+, and Tumblr. Although it is currently very active in social media, T.J. Maxx needs a social media campaign to better reach its target audience, and possibly even audiences it has not reached yet or has trouble reaching. The goal of this campaign is to reach more of T.J. Maxx’s target audience through the social media platforms that best serve its audience’s needs. The target audience for this campaign would be primarily women in general, and especially those from late teens- late 40s. While this is a wide array of ages, T.J. Maxx is a large store that can reach all of these women with its many different kinds of products, trends, and fashions. Primarily, T.J. Maxx wants to reach women who want to be fashionable
June 2015
Social Media and PR
Introduction
T.J. Maxx is an off-price retailer that specializes in offering brand name and designer fashions at prices that are normally 20%-60% off the department store price. As defined by their document “Background Information” on their website, off-price retailing is, “brand-name merchandise at great values, opportunistic buying, substantially lower prices than department and specialty store regular prices, rapidly changing assortments, aggressive inventory management, and low cost structure”. T.J. Maxx offers many different types of merchandise in its stores, such as men’s, women’s, and children’s apparel, beauty products, accessories, shoes, and home goods. Each T.J. Maxx has deliveries made with new merchandise several times a week, and new products are added to the floor almost daily. Since new merchandise comes in so frequently and the same things are rarely re-stocked twice, T.J. Maxx prides itself on giving its customers the “treasure hunt” shopping experience. There are currently over 1,000 stores in 49 states and Puerto Rico, and the chain continues to expand. (How We Do It). In terms of social media networks, T.J. Maxx currently uses Facebook, Twitter, Instagram, Pinterest, YouTube, Google+, and Tumblr. Although it is currently very active in social media, T.J. Maxx needs a social media campaign to better reach its target audience, and possibly even audiences it has not reached yet or has trouble reaching. The goal of this campaign is to reach more of T.J. Maxx’s target audience through the social media platforms that best serve its audience’s needs. The target audience for this campaign would be primarily women in general, and especially those from late teens- late 40s. While this is a wide array of ages, T.J. Maxx is a large store that can reach all of these women with its many different kinds of products, trends, and fashions. Primarily, T.J. Maxx wants to reach women who want to be fashionable