Direct Line Blog

TJX "appreciates" customers

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TJX Cos., which owns TJ Maxx, Marshalls, HomeGoods, and A.J. Wright, is holding a company-wide 15%-off sale today. Surprised? Join the club -- the Boston Globe is reporting that the sale was first advertised yesterday.
Having a surprise sale doesn't seem like the best way for a retailer to ingratiate itself with customers, especially when the surprise sale is being touted as sufficient payback for the massive credit card data breach that TJX suffered two years ago. The breach, which compromised millions of credit card numbers, led to the indictments of 11 hackers last year.
The sale was initially part of a court-negotiated deal that followed the data breach. It wasn't part of the final settlement, but TJX decided to stick with it as a reward for customer loyalty.
Commenters on the Globe's story did not seem appeased, though. I have to wonder if such a belated and under-promoted effort will hurt or harmthe retailer.
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