TJ Maxx 2009 Annual Report Download - page 6

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TJX has an unusually wide demographic reach through our variety of
retail chains in many geographies, attracting customers from a wide and
diverse group from the moderate-, middle- and higher-income levels.
Investing to Retain New Customers
In the tough economic environment of 2009,
we were one of the few retailers to invest
signicantly in marketing and enhancing our
customers’ shopping experience, and we will
continue to prioritize investments to drive
customer trac in 2010. Our marketing
campaigns are stepping out and educating
consumers about o-price. Customers re-
sponded extremely well to our new campaign
for T.J. Maxx and Marshalls, which enables us
to lever advertising costs. We vastly extended
our advertising reach and plan to further in-
crease our market penetration in 2010. While
our eective marketing is driving customers
to our stores, a terric shopping experience
is what will keep them coming back. To that
end, we are upgrading stores across all of our
businesses. At Marmaxx, we began an ex-
tensive store remodel program in 2009 and
expect to have 700 of our stores in our new
prototype by fall 2010, ahead of the holiday
selling season.
A Global Sourcing Machine
One way to think about our business model
is as more of a sourcing machine than most
other retailers. We source product globally,
operating buying oces in nine countries
around the world. We work with a vast ven-
dor universe and are not dependent on any
one particular vendor. In 2009, we opened