Consumers have always flocked to off-price apparel and home fashion retailers like T.J. Maxx, Marshalls, and HomeGoods. But with rapid inventory turnovers, these companies have struggled to find a niche in the digital world. E-commerce just won’t work within the off-price business model due to buying stock from over-runs, cancellations, and liquidations. The emergence of social media has opened new doorways for these retailers, as networks like Facebook allow them to target fans with frequently updated promotions and content designed to drive consumers to the point of purchase at brick and mortar locations.
We were thrilled to build a relationship with The TJX Companies (listed above), as the corporation had shown a commitment to leveraging the power of Facebook in the past, and we knew that the Buddy Media Platform would improve and enhance the experiences they were offering to their fans. First and foremost, we knew that the pages needed to be rich with enticing content. This content needed to be something viewable and discussion-worthy to generate buzz around the most current products available in stores.
Marshalls, T.J. Maxx, and HomeGoods all engaged users with a wide variety of sapplets available within the Buddy Media Platform. By using the Photo Gallery Sapplet, TJX brands were able to create a virtual look book displaying hot and/or seasonal items currently available in stores. This allowed fans to scroll multiple items and see them individually, as part of an ensemble, or with competitor price comparisons.
HomeGoods and Marshalls used the My Picks Sapplet to allow fans to identify the items they like best from a group of possible choices, sometimes divided into categories. Fans were then able to post their selections to the News Feed so their friends could see what they were engaging with on that specific page and the types of products currently available in store.
Each brand saw a marked improvement in engagement levels, fan growth, and consumer interactions as a result of the launch of these custom Facebook Page tabs built on the Buddy Media Platform. But, the TJX brands were not content to rest on their laurels. The company as a whole understands that the real value in Facebook campaigns comes from providing fans with fresh and unique content that is updated on a regular basis. As a result, since initial launch, each brand has implemented frequent redesigns and phased releases of additional functionality to take their consumer engagement to the next level. TJX understands that initial fan engagement is important, but even more crucial to social success is giving consumers a reason to come back to the Facebook Page with regularity. This commitment to providing fans with the very best content has made each TJX campaign a resounding success.
