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Research Outline
Prepared for Josh B. | Delivered March 19, 2020
Off-price Retailers Marketing Strategies
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Goals
To understand how off-price retailers are communicating with their customers, particularly on social media.
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Early Findings
TJ Maxx engages with fashion bloggers on social media in order to display its brand as
casual, authentic and reliable
. With its Maxx50 challenge, the company selected bloggers and gave them $50 to
generate social media content
and take over TJ Maxx's Instagram stories.
As Marshalls doesn't offer the guarantee that shoppers will find what they're looking for at a given store, the brand launched a social
campaign called #MarshallsSurprise
, where customers are encouraged to publish photos of their best finds - items they unexpectedly found at a store that they loved. This campaign helps Marshalls gain new customers, as they climb aboard the "treasure hunt" challenge, as well as to build
brand loyalty and awareness
.
Ross Stores
doesn't appear to use influencers
or social media campaigns for marketing. Its Instagram profile consists of item photos with descriptions. The company advertises its low prices and wide product portfolio
on TV.
Macy's Backstage
doesn't appear to be popular
on social media and doesn't appear to be actively engaged in advertising.
Target
matches influencers to product lines
on social media. For instance, the company
partnered with four female Instagrammers
to launch its 2017 swimwear line.
On Instagram, Nordstrom Rack's posts often depict
influencers wearing some items
found at a Nordstrom Rack store. Influencers are tagged in the posts. On Facebook, on the other hand, the company posts focus on
discounts and special offers
.
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