T.J. Maxx gamifies pop-up experiences via Instagram contest

Dive Brief:

Retailer T.J. Maxx debuted a new multicity interactive game built around the idea of "Maxximizing," which is used in the brand's messaging to convey that shoppers don't need to sacrifice quality or price to find items that are right for them, according to a news release.
T.J. Maxx is partnering with five "tastemakers" on different product installations in New York City from March 5-7 and in Los Angeles from March 14-16. The installations include Maxximize Your Style curated by actress Hannah Simone, Maxximize Your Vacay curated by lifestyle blogger and mom Rachel Choy, Maxximize Like a Boss curated by Drybar founder Alli Webb, Maxximize Your HQ curated by interior designer and TV personality Jeremiah Brent and Maxximize Your "Me Time" with curlBOX founder Myleik Teele.
Consumers can view the pods in person or on Instagram @TJMaxx using hashtag #Maxximizing and guess the total cost of the items. The person who most closely guesses the cost of each pod will have the chance to win its full contents or a T.J. Maxx gift card of equal value. The pods can also be viewed on the curators' social channels.

Dive Insight:

T.J. Maxx is taking advantage of marketing trends like pop-up stores, influencers and Instagram contests in its new interactive push, while also banking on the popularity of gamified experiences. The effort should help the retailer engage consumers and spread its core message that it offers trendy, quality items at a lower cost than traditional retailers. The guess-the-price game will let T.J. Maxx show off its inventory, and combined with the contest, could encourage more social media interaction and engagement with a mostly younger crowd, who make up majority of Instagram's user base.

The campaign arrives as T.J. Maxx's recent marketing appears to be resonating with consumers. The retailer showed strong gains in loyalty leadership in the latest Brand Keys 2018 Loyalty Leaders report. The TJX Companies, which operates T.J. Maxx, Marshalls, Home Goods and others, reported a net sales increase of 12% to $9.8 billion for Q3 2018, with comp sales rising 7% year-over-year. The increase was driven by "strong customer traffic," according to the company, with same-store sales up across brands, including 9% at the company's Marmaxx operations, which includes T.J. Maxx.

Featuring installations curated by celebrities, influencers and other brands is one way to offer memorable experiences to shoppers, who often enjoy product recommendations. Pop-up events are a trend more brands are embracing to deliver unique experiences and allow consumers to engage with their favorite brands in real life. The events often drive extended social media interaction and build brand loyalty.

Instagram is a key platform for fashion and home brands, as many people use the site for style inspiration. Consumers also see influencers, which T.J. Maxx is relying on in this campaign, as more authentic and trustworthy than other sources for product recommendations.