Last updated 03-11-2020
By:
Jessica Wise
As I advance through adulthood, I have come to realize that there are fewer and fewer things I find thrilling.
Simple joys include unwrapping a fresh dishwashing sponge or finding an amazing deal on a 12-pack of Bounty paper towels.
But, there’s one activity that still makes me feel like a juiced up NFL star that just scored the winning touchdown…and that’s going to a TJ Maxx or HomeGoods.
I’m not the only person that feels this way. There are viral memes that take jabs at the incredible effect that TJX stores have on their droves of loyal followers.
So, in the age of online shopping, how do TJX brands remain absolutely irresistible to buyers?
Well, there are several reasons why these department stores have transformed into retail meccas.
1. They’ve got it all under one roof. Need a new lounge chair? They’ve got that. Desperate addiction to leggings? They have tons. Hungry? There’s an aisle filled with interesting, craft snacks you’ve never heard of before.
2. Their staff is so encouraging (and extremely friendly). I can’t count the number of times a cashier has exclaimed,“Oh my god! That rug/top/coffee mug/lamp is so cute!” instantly dissipating my guilt at having an overflowing cart. And, like a dog showing off its new toy, I then beam with pride at the incredible item I’ve acquired.
3. Going there is an experience. From the crazy amount of textures and colors to the wide variety of scented candles, glittery jewelry, and perfumes, a joint TJ Maxx/HomeGoods is the best kind of sensory overload and the ultimate retail experience.
4. You never know what you’ll find. And, trust me. That’s half the fun. Designer items at discount prices, means a constantly rotating selection of just out-of-season goods. You’re sure to find treasures that you’d never find anywhere else.
Let’s face it. TJX brands have a cult following and have made their way into pop culture legend despite the rise of e-commerce giants like Amazon and Overstock.com.
Big or small, you can launch your brick-and-mortar store to the same level of stardom.
As we take a lesson from TJX Companies, here are 4 ways you can compete with online retailers.
Have Everything They Need
Think back to ripping open presents Christmas morning as a kid, and the sheer joy of realizing you got that kick ass toy you just had to have.
…only to realize that the batteries weren’t included.
Oh, the disappointment and the frustration of not being able to play with it immediately.
The adult version of this feeling is a little thing we like to call “inconvenience.”
It’s also exactly what you don’t want your customers to feel when they shop at your brick-and-mortar retail store.
According to an American Express study, 40% of consumers want companies to focus on taking care of their needs quickly, and “the future of service belongs to those who deliver quick, convenient and personalized service.”
So, it’s as simple as this.
If you sell bed linens, sell pillows. If you sell pancakes, sell maple syrup. Do you sell battery-operated toys? Well, then sell batteries. (You get the idea.)
Your consideration will pay off in the end.
74% of people say they will do repeat business with a company if the experience is easy. (callcentrehelper.com)
Treat Your Customers Like Friends
“Sometimes you wanna go
Where everybody knows your name
And they’re always glad you came…”
Okay, I’ll admit it. When your customers walk into your store, they will probably never feel as welcome as Norm did when he walked into Cheers.
But, that doesn’t mean you shouldn’t make an effort to connect with them on a personal level.
Customers with an emotional relationship with a brand have a 306% higher lifetime value and will recommend the company at a rate of 71%, rather than the average rate of 45%. (Motista)
So, ask them what special spot they have in mind for that lamp they’re eyeing up. Compliment them on their choice of fabric. If they’re buying a dog toy, inquire about the pup’s name and breed.
Not only will your expressed interest make your customers feel recognized and cared for, but it will also give you unique insight into their likes, wants and needs.
That acquired knowledge will then give you the power to deliver more personalized service.
Don’t forget about the customers web experience. If you have a website, add communication features – like free live chat software, at least to start- to connect with customers quickly and efficiently.
Turn Your Store into an Experience
$2,800 for 1st row Taylor Swift concert tickets.
If I didn’t need to eat…or breathe this month, I’d spend that much to see Swifty.
Why? Because her concerts are filled with glitter, pyrotechnics, giant inflatable props, surprise guests, and 60,000 strong sing-a-longs.
Her concerts are an experience you’ll never forget. It’s one that keeps fans coming back for more even if it means paying astronomical prices.
Now, I’m not saying you have to run out and invest in confetti cannons and a team of dancers.
But, just like me, 74% of Americans now prioritize experiences over price and product (Luxury Travel Advisor).
So, consider hosting launch parties to celebrate the debut of new products. Offer refreshments, raffle off in-store giveaways, and hand out coupons.
81% of customers say they would attend parties organized by physical stores. (SCORE)
Also, do your best to make your location an integral part of the community.
For instance, decorate your store in Christmas garb to coincide with your town’s Winter Festival or setup a sidewalk sale during the Summer block party.
69% of consumers believe attending live experiences helps them connect better with the brand, their friends, and their community. (KPMG)
Make it Feel like a Treasure Hunt
People LOVE a good bargain, but they love the thrill of hunting one down even more.
There’s an entire song dedicated to the epic feeling of stumbling upon the perfect thrift store find.
It’s the thrift-store-like concept behind retailers like TJ Maxx and HomeGoods that makes it possible for them to compete with online retailers.
You see, TJX Companies maintain a constant flow of discounted, discontinued rotating merchandise.
That means there’s always something new, yet unique to be found on their shelves (no matter how many times you have been there).
Though this may be a more difficult feat for smaller brick-and-mortars with less buying power to accomplish, it’s still possible to offer just the right selection of products to consumers.
Get to know your customers on a deeper level, and you will find the key to stocking the right items.
Brick-and-mortar stores can easily use retail customer feedback survey kiosks to assess their customers’ tastes and interests. Additionally, on your website, offer communication and troubleshooting services with live staff, such as live chat. It is a live chat agent’s job to greet, help, and even sell products to customers. All of this can help you compete with those online retailers.
Then, utilize the results to curate a store full of items that shoppers can’t wait to discover.
The Bottom Line: You Can Compete with Online Retailers
Brick-and-mortar stores will not be lost in the retail fight.
Businesses that operate “outside of the box” and offer their customers an experience will not have to compete with online retailers. They’ll leave them in the dust.
The #1 reason why consumers shop in-store is the ability to touch, smell, and hear the products or, in some cases, try them on. (Retail Dive)
That’s an experience that online retailers just aren’t ready to provide.
