A strong commitment to a clearly differentiated strategy is serving T.J. Maxx. One of the hardest things for a business to do is say, "no, that's not our customer," but they know what they're doing in ignoring e-commerce.
Forbes: How Walgreens and T.J. Maxx Are Winning With Minimal Online Sales, 2017-May-25 by Barbara Thau
The retailer’s store vibe — disheveled racks, DMV-esque lighting, barebones customer service —belies the oft-cited “experiential” checklist of what a brick-and-mortar retailer is supposed to need today: mobile checkout options, sales associates with the chops of a personal shopper, and perks from cafes to cooking classes.
T.J. Maxx has none of that.
What they do deliver shoppers is the thrill of the hunt of designer duds for a song. It marks the work of a 1,000-person buying organization and global-sourcing gurus that collaborate with 18,000 vendors from more than 100 countries in a bid to fill its unglamorous stores with an ever-changing mix of fresh and surprising finds.
As a result, T.J. Maxx is “un-Amazonable,” Chen [Oliver Chen, retail analyst at Cowen & Co.] in another research note this month. That’s because “customers engage in an in-store treasure hunt, many brands have preferences not to be online, and average ticket and prices are sufficiently low relative to shipping costs of $5 or more.