These days, there are two main ways to set yourself apart in the retail space.
First, you can offer customers everything they want (and then some) in the way of convenience.
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Consider the things we might prize most as consumers: lightning-fast shipping, easy and extended return policies, exclusive perks or bonuses attached to a membership — like access to streaming subscriptions or savings on gas and other goods — and cash back based on loyalty purchases.
These things are all great, and we need them. Some of the more keen shoppers leverage them on a daily basis.
But the other great way to separate yourself from the competition is to offer rock bottom prices on brand names. Places like outlet malls, second hand or thrift stores, and shops like TJ Maxx and Marshalls are now teeming with life as shoppers grapple to get their hands on high street labels for discount prices.
And while many of us have come to expect free and fast shipping, easy returns, and cash back at our favorite big box stores, it’s the sheer delight of the treasure hunt that keeps us coming back to a place like TJ Maxx.
A TJ Maxx & HomeGoods discount department store, furniture display and welcome sign.
Jeff Greenberg/Getty Images
Retailers delight customers with rare finds
One of the best ways to surprise and delight customers is by offering them things they didn’t know they were shopping for.
Costco (COST) does this by offering its members everything from diamonds to kayaks to denim to organic strawberries to best selling novels under one roof. Even if you think you went in for deli lunch meats and toilet paper, the odds are you’re coming out with something more.
The retailer recently made waves in January for selling a mirror that looked similar to an expensive Anthropologie mirror — at a fraction of the cost.
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Eagle-eyed customers began noticing the perfect dupe for the Anthropologie Primrose mirror in stores, which usually retails for around $1,200. The Costco version, which is called the Ravena Floor Mirror, featured similar dimensions and a similar appeal, but for just $149.99.
The mirror promptly sold out.
TJ Maxx goes viral for selling luxury dupes
Similar phenomena happen at TJ Maxx and Marshalls, which are both owned by parent company TJX Companies (TJX) .
One delighted shopper realized just that after a recent shopping trip to her local TJ Maxx.
TikTok user Mandy, who goes by the username @mandy.willardd, shared with her 65,000 followers that she found luxury jewelry items at TJ Maxx without having to break the bank.
“Did you know this about TJ Maxx?” she asked in a video which has since received over 240,000 views. “I was today years old when I looked in that jewelry case and boy were my eyes pleasantly surprised by the fact that they have real gold, real diamonds, real designer — like Gucci.”
“But they also have a section of ‘designer’ alikes,” she mentioned, winking at the camera and displaying a necklace that looks similar to the Van Cleef Alhambra Pendant Necklace.
“This was $24,” she said, adding the store also carried matching bracelets, earrings, and rings.
The Van Cleef Alhambra Pendant Necklace retails for $2,750.
“I didn’t know. Who was going to tell me? Who?” she said.
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Plenty of TikTok users chimed in on the situation, adding their opinions on the dupes and similar products.
“As someone who used to work at the jewelry counter at tjmaxx our case was always OVER FLOWING w those van cleef look alikes,” one user wrote.
“Girl… shhhh!!” another said.
“I got 14k gold earrings for $16,” one user claimed.
“Yesss I buy their jewelry all the time and it’s good quality for the price,” another wrote.
“Just picked up my dup Alhambra necklace last week!” one said.
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