Making TJX Matter

TK Maxx: Treasure (Customer Engagement)

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TJX Europe retailers, TK Maxx and Homesense, wanted to build a powerful emotional connection with their loyal customers; driving increased affinity, frequency and breadth of purchase across both chains’ physical and online stores.

Using a combination of research and analytics, we identified that loyal fans are, by nature, treasure seekers. They love the thrill of the find. This became our guiding insight in the development of the programme. Treasure was born.

Fans collect their Treasure card in store, register and then receive monthly communications. Every month they purchase, they have the chance to win or receive quirky, emotionally charged, special rewards – all designed to enhance their brand experience and ultimately build their loyalty to TK Maxx and Homesense, providing compelling and fun incentives to take a peek in-store or online on a frequent basis, driving significant brand engagement.


The new platform celebrates the TK Maxx and Homesense customer by engaging them with content and benefits that matter to them. In just the first few months we had doubled the number of new Loyalty customers compared to pilot.


Ogilvy has been producing iconic, culture-changing marketing campaigns since the day its founder David Ogilvy opened up shop in 1948. Today, Ogilvy is an award-winning integrated creative network that makes brands matter for Fortune Global 500 companies as well as local businesses across 132 offices in 83 countries. The company creates experiences, design and communications that shape every aspect of a brand’s needs through six core capabilities: Brand Strategy, Advertising, Customer Engagement and Commerce, PR and Influence, Digital Transformation, and Partnerships. The company also provides a comprehensive range of services around business to business marketing and services, management consulting, brand identity, analytics and research capabilities, multicultural marketing and behavioural change. Ogilvy is a WPP company (NASDAQ: WWPGY).