Will TJX Succeed with Second Ecommerce Attempt?

second chance

Image from: Second Chance / Shutterstock.com

Last year, the TJX Companies announced that it will once again return to ecommerce, six years after its first attempt to join the online retail marketplace. Operating three successful retailer chains, T.J. Maxx, Marshalls, and HomeGoods, the TJX Companies is the leading off-price retailer of apparel and home fashions in the U.S. and worldwide. With 2012 sales at their brick-and-mortar stores expected to exceed $25 billion, a successful ecommerce website could skyrocket the TJX family to the top of all U.S. retailers.

Last month, the TJX Companies announced that it has acquired Sierra Trading Post, an online retailer that sells off-price clothing, footwear, and outdoor recreation equipment. The $200 million deal includes Sierra’s office headquarters, warehouse, call center, as well as it’s four outlet stores. The acquisition will act as a foundation in ecommerce and allow TJX to quickly scale its online presence.

To see how sierratradingpost.com had been performing, I went to compete.com and compared the e-retailer to the TJX companies’ current websites.
TJX Sites UVs July 2012-Dec2012
It is clear that sierratradingpost.com had a very successful holiday season, increasing visits from 2.3 million in September, to over 3.7 million in December. What I found interesting, however, was the fact that the combined visits to the current TJX websites was also over 3.7 million for December. Also, the 3 TJX operated Facebook pages of T.J. Maxx, HomeGoods, and Marshalls have over 3.1 million combined likes. Even though none of these websites offer the customer a place to purchase items, they were still able to capture a significant amount of engagement.

In order to put Sierra Trading Post into a competitive context, I looked at the monthly visits to macys.com, kohls.com, and jcpenney.com, three retailers that TJX will be competing with once they launch their ecommerce site.
E-Retailers UVs July 2012-Dec2012
Obviously sierratradingpost.com does not compete with the three e-retailer powerhouses, all of which averaged over 47 million monthly visits from October to December. Nonetheless, the acquisition of the off-price e-retailer will allow TJX to hit the ground running and propel them to the top of the ecommerce marketplace. In its second attempt to launch a successful family of websites, TJX is poised to tap into the expected $1.25 trillion of ecommerce sales in 2013.

About Parker Dillon:
Parker is a Data Analyst for the Retail and Consumer Products vertical of Compete, and spends his time turning data into insights. Parker recently graduated from Boston College with a double major in mathematics and economics. Connect with him on LinkedIn or on Twitter @parkourdill