TJMaxx Endless Aisle
Maxximizing the in-store shopping experience
Retail Worlds Colliding
We pitched to TJMaxx three distinct digital in-store experiences that would blend traditional brick-and-mortar shopping with online channels. Through our research, we found a key insight from our customers that shopping at TJMaxx was “all about the treasure, but not about the treasure hunt.” So we leveraged the best parts of in-store shopping with endless online inventory, to make an experience with all the instant gratification but without the friction.
Increase awareness of tjmaxx.com among brick-and-mortar customers and drive additional traffic and sales to the site
The Process
We started wide with a plethora of conceptual directions, then to strengthen our ideas we created “baseball cards” for each concept with a full description, key interaction, content evaluation, and key insights from our initial user research. This exercise was incredibly helpful because it allowed us to consolidate and develop three strong concepts to pitch.
Concept 1: Maxx 360
A fashion show of online merchandise, curated by influencers and spokeswomen from the upcoming campaign “Maxx You. Maxx Life.” This campaign centers around a fashion show, with real women empowered by TJMaxx as models. The in-store experience will present an interactive runway, with exclusive interviews and associated online finds in-store for all to enjoy. Shoppers can experience the show through virtual reality and get in on the fun by strutting their in-store looks in a photo booth to share on social media or on the TJMaxx website.
Concept 2: The Lookbook
A two-sided installation located at the entrance/exit of the store. On the way into the store, we will feature physical, in-store products to inspire shoppers embarking on their in-store journey. On their way out of the store, a display of online products will create a cross-sell opportunity.
Concept 3: High Touch Fashion
A digital pop-up store that provides direct access to online inventory while in the store. Shoppers can “try on” a variety of online fashions, displayed on virtual racks and smart mirrors. They can also search for specific items, share looks with friends, and upload them to their personal profile. Each smart mirror comes equipped with several camera sensors that allow users to control the mirrors with gesture-based interactions, along with a POS system to check out at the end.
