The TJX Companies, Inc. | Company Profile, Marketing Contacts, Media Spend, Brands
Headquartered in Framingham, MA, the TJX Companies is a globally-operating discount retailer of apparel & home fashions. TJX's off-price retail stores include T.J. Maxx, Marshalls, and HomeGoods.
|Main Telephone||(508) 390-1000|
|Main Fax||(508) 390-2366|
The TJX Companies, Inc. ContactsContacts (5/51)
|Ernie H.||Chief Executive Officer||MA|
Sample of Associated Brands
|Nan S.||Senior Vice President & Group President||MA|
|Karen C.||Senior Vice President & Chief Marketing Officer||MA|
|Richard S.||President, The Marmaxx Group, Senior Executive Vice President & Group President, TJX||MA|
|Lou L.||Executive Vice President, Merchandising||MA|
|The TJX Companies, Inc.||******|
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Digital, Broadcast Opps: TJX increasing H2 marketing spend due to recent successes
Subject: TV, digital, multicultural, radio, outdoor, social media
Company: Winmo), one of the nation's leading off-price retailers, with more than 3,200 T.J. Maxx, Marshalls, and HomeGoods apparel and home furnishings stores. TJX operates through two segments in the US: Marmaxx (TJMaxx and Marshalls) and HomeGoods.
Opportunity: During the Q1 earnings call, newly-promoted TJX CEO Ernie Herrman stated that this has been one of the “more exciting years” in terms of creative and marketing campaigns. Therefore, TJX will spend more on marketing in H2 than originally planned, you know, to keep the good times going. Herrman pointed out that TJX is “trying” to put a little more into digital, so this should be a good jumping off point for engagement. He elaborated that each brand has “really gone into new campaigns,” so look for increased spend across them all.
Currently, Herrman said that TJX takes an integrated approach to marketing, engaging with shoppers across all age brackets through TV, radio, digital, mobile and social media. Additionally, the company is looking to grow its loyalty programs and encourage more frequent visits, so there should be plenty of revenue available throughout the year.
TJX’s brands benefit from its “discovery and destination” store model, so those with a millennial and Gen X female demographic should be reaching out. Keep in mind, as well, that TJX brands’ offers a wide assortment of products, so while older millennial females are a likely target, the brands are truly looking to engage all potential customers. Look for new campaigns to debut around BTS and holiday, but keep in mind that branding campaigns could be present all year.
Note that Trilia was formed in July 2015 just for TJX, so its unlikely that this relationship will see changes anytime soon, especially since TJX execs seem to be so thrilled with the current creative strategy.
Media Spend: According to Kantar Media, TJX (all brands) spent $219.4 million on measured media last year – up about 3% from 2014. The overwhelming majority of this was allocated to broadcast ads. It should come as no surprise that TJX’s spend tends to skew toward Q4 (holiday spend). Click the links to read more about Marshalls, specifically.
National TV Spend: All data is according to iSpot
TJ Maxx: So far this year, TJ Maxx has spent $20.2 million on national TV ads. The four spots began airing in April and, true to Herrman’s assertion that the company is going after all age demographics, have aired during a wide variety of shows. See chart for 2016 show targeting (by spend).
Marshalls: For 2016, Marshalls has also run for spots, to the tune of $19.5 million. As with TJ Maxx, these ads also began airing in April during (as of May 24) 601 shows such as “The Big Bang Theory,” “The Voice,” “NCIS,” “Scandal” and “Dancing With the Stars.”
Homegoods: Homegoods’ 2016 national TV ads first aired in February and the brand has spent $12.4 million so far to air its five spots. As with TJ Maxx and Marshalls, Homegoods show targeting is varied and hits all demographics (actually, all three brands tend to advertise during the same shows).
Digital Breakdown: All data is according to Moat
TJ Maxx: So far this year, TJ Maxx has run 30 display ads on 34 publishers (<1% mobile). Top ad destinations have included: personneltoday.com, comcast.net, liquor.com and dealmoon.com (43% placed site direct versus programmatically). The brand has also run three high impact ads and eight video ads this year.
Marshalls: Marshalls has run 20 display ads on 22 publishers this year (27% mobile). Top ad destinations include: ebaumsworld.com, iheart.com, blindgossip.com and pandora.com (only 6% placed site direct). Marshalls has also run 12 high impact ads and four video ads in 2016.
770 Cochituate Rd.
Framingham, MA 01701
Chief Marketing Officer