Increase customer engagement
TJX wanted to increase customer engagement across all three of their Canadian brands - WINNERS, HomeSense, and Marshalls and to be seen as the authority on fashion, style, and value. Regardless of medium - desktop, tablet, or mobile - the experience needed to be inspiring and educational.
Tech solutions to bring it home
Stackla was integrated so each brand could showcase in real time what real shoppers were sharing from their shopping trips. Using a template solution for a CMS-less venture, content could be managed with endless combinations and permutations of arrangements, ensuring that no two articles, or brands, would look the same. And cross-selling across all brands was encouraged. The more we encouraged users to explore, whether on WINNERS, HomeSense or Marshalls, the more they would wonder what they might find at ALL of the locations
While the project called for the freedom to create multitudes of articles, the experience needed to be consistent for visitors. A Store Locator on Winners shouldn’t be functionally different from HomeSense, so these shared pages were built to be flexible enough to encapsulate the brand identity, and be similar enough so users would feel confident navigating all three sites. The end result: three websites that carry their own essence, but are managed efficiently without a CMS.