Online Retail Insights: An Old Approach to the New TJMaxx.com
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Rew Mchugh
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What's most interesting about TJMaxx.com is the fact that it flies in the face of almost every serious competitor's approach to e-commerce apparel. Where popular flash sites like HauteLook, Gilt and RueLaLa and other discount apparel sites like 6PM.com rely heavily on the brand names they offer to attract customers (6PM's rewards program is named 6PMBrandaholics), TJMaxx.com simply doesn't have to — and it doesn't. Much like the store, TJMaxx.com is broken down by categories such as shoes, dresses and handbags (the site is currently only offering women's apparel and accessories), leaving it up to shoppers to hunt down their next deal. In fact, when a brand name is entered into the search bar, you're directed to the following page:
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Rew Mchugh
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