Online Retail Insights: An Old Approach to the New TJMaxx.com

The fact is that customers have already built a relationship with T.J. Maxx through TJX retail stores. They know the brands will be there because they've already scored their favorite labels at discount prices in-store time and time again. The brand equity T.J. Maxx has built up since its humble beginnings as a stand-alone Zayre store in Hyannis, Mass. in 1956 is clearly translating online, especially given the fact that TJMaxx.com was receiving an average of 500,000 visits each month BEFORE the new online store was even launched.