Although housewares and home furnishings have been available via the websites of its major sibling banners T.J. Maxx and Marshalls, TJX Cos. has announced the anticipated launch of e-commerce in its HomeGoods operations, which will entail taking a somewhat different approach to digital operations than has been the case previously with the company.
Shoppers visiting homegoods.com now can browse and buy from a unique assortment of products and top brands, TJX announced, with consumers able to purchase from all of the website’s major categories, New Arrivals, Seasonal, Decor & Pillows, Bed & Bath, Kitchen, Pet and Idea Shop.
The site debuts with a selection of curated finds featuring a fresh mix of merchandise similar to what shoppers find in physical HomeGoods bricks and mortar stores. New products will be added regularly, TJX asserted. HomeGoods will expand its online store almost immediately, beginning with a collection of gifts and festive décor in time for the holiday season.
Shoppers can return online merchandise by mail or in-store at any one of the more than 820 HomeGoods locations across the U.S., TJX indicated.
In a conference call early this year, Ernie Herrman, TJX president and CEO, noted that the homegoods.com rollout is part of the strategic advance of the banner that the parent company sees including about 1,500 physical stores as well.
In the company’s later second-quarter conference call, Herrman added that TJX believes e-commerce is something existing HomeGoods customers have been awaiting, but it also becomes another way for the company to attract new shoppers to the banner. He pointed out that HomeGoods will use its existing merchant organization to acquire product in contrast to the arrangement with T.J. Maxx and Marshalls, where buying for the online operation is separate.
The HomeGoods operation will be leaner and, so, potentially more profitable sooner than might have otherwise been the case. The company will encourage consumers to make multiple purchases on any visit to homegoods.com, Herrman said, including those initiated in a physical store, by making it attractive to, for example, outfit or redesign whole rooms in one visit. It also may push more shipping costs onto the consumer, something TJX is testing, than is the case with its sibling banners.
“We are thrilled to bring a second way for our passionate shoppers to discover and shop an assortment they know and love,” said John Ricciuti, president of HomeGoods, said in announcing the e-commerce addition. “We hope our customers find the same excitement shopping HomeGoods online as they do exploring the aisles of our stores.”
Mark DeOliveira, president, TJX Digital U.S., said, “We are excited to expand HomeGoods’ digital footprint so customers can shop whenever they’d like. HomeGoods.com will provide a complementary experience to our stores, allowing shoppers to pair in-store purchases with online finds to bring their vision to life.”
