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.

Results

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

Our vision is to inspire brands and people to impact the world. To create big ideas that make a significant contribution to the planet, society, and the bottom line.   We believe in today’s world this is the best way for our clients to achieve sustainable growth.   We achieve this by breaking down the barriers that restrict talent and ideas.   

Which is why our teams work fluidly across 5 capabilities: Advertising, Innovation, Experience, PR and Health.   This allows us to not only operate but innovate at the intersection of capabilities and talent.  We believe impact and magic lies at this intersection.   Ogilvy scales this by seamlessly connecting and accessing the deep cultural expertise of 132 offices in 83 countries.    

The result is multifaceted ideas for our clients that drive impact and are born from the intersection of platform x culture x technology.     

We call this Borderless Creativity.