Off-price Retailers Marketing Strategies
Delivered March 19, 2020. Contributor: David K.
Goals
To understand how off-price retailers are communicating with their customers, particularly on social media.
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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