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Case Study: Tj Maxx

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Case Study: Should T.J. Maxx Sell Online?

Noor-E-Hira Naveed
Devry University’s Keller School of Management
July 15, 2016

The company doesn’t give out the names of the brands as those name brands don’t want to be seen being sold at such low process as they are at T.J. Maxx because they are last season and they have been bought from the outlets after not being sold. You can find high-end brands like Coach, Michael Kors, Ralph Lauren, and Nanette Lepore at T.J. Maxx.
Meyrowitz the CEO of TJ Maxx said "We're absolutely fine with every vendor saying they don't do business with us, it's a very important part of our relationship.” TJ Maxx is working on a new mobile ad campaign that lets customers save big on the latest gadgets and tech accessories. Since there are so many mobile phone and devices used now for shopping this is a good tech move on TJ Maxx’s part. This campaign is all about promoting company’s technology accessories and consumer can find out what’s available in the local store through their mobile site.
The ad enlarges when you click on it; take you onto a new window promoting these technology-based products discounted up to 70% if you go to the store. After that the customer or mobile site user can use the mobile’s location service or enter their ZIP code to locate the closest TJ Maxx store. Then you are taken map and directions of the store nearby.

For TJ Maxx it’s not very feasible to merchandize online as the products in their stores vary greatly at different zip codes and there is no consistency that’s needed for online merchandizing. So they haven’t entered hard-core into E/M-Commerce. TJ Maxx lures users to visit stores frequently to check the products.
With the use of location service, T.J. Maxx can target the ads at specific groups of users based on location while also reaching a broad demographic. “Tech accessories is a vague term

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