TJ Maxx is celebrating shoppers’ thrill of finding a bargain with an interactive Web site that lets customers share their shopping euphoria online.
“One of the things we found is that people love to brag about their bargains,” T.J. Maxx spokesperson Laura McDowell said. “Ten years ago, people didn’t do that as much. But the evolution of stores, people’s insight and the way they are shopping these days” changed things.
T.J. Maxx is giving customers a stage to brag about their shopping finds at MaxxMoments.com. In each ‘moment,’ consumers can describe their hot find, the person they told about it and at which store they found their purchase.
For each submission, customers are entered into online contest for a chance at a $1,000 gift card through April 30. Visitors can also take the Maxx Moment quiz to test their skill at identifying a real deal.
An online survey found that 25% of women immediately call someone to share their news about finding a bargain. Another 37% tell a friend, 16% go to their mothers and 9% call their husbands. Some 7,300 people responded.
One of the company’s goals is to get consumers to adopt the phrase “Maxx Moment” into pop culture, McDowell said. The campaign is ongoing.
T.J. Maxx is promoting the campaign with a series of TV and radio spots. Each commercial features women so overjoyed with the deals they found, they can’t keep it to themselves. So, they share their news at inappropriate times, including during a wedding toast, a class and on an airplane during the pre-flight safety review.
“We thought it would be really fun to show this euphoria, and to show that customer excitement in a fun and entertaining way,” McDowell said.
The campaign is also being promoted via in-store signage, register receipts and on shopping bags.
Mullen Advertising handles the Maxx Moments platform.