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Online Store Lets Marshalls Customers ‘Experience the Brand in a New Way’

Marshalls’ new e-commerce site is bringing off-price online.

The 40-year-old discount retailer launched Marshalls.com on Tuesday, bringing its deals on popular brands to shoppers’ fingertips and following sister brand TJ Maxx in selling online.

The new site’s categories mimic those found in-store, and include women’s, men’s and children’s apparel and footwear, as well as home wares, accessories and beauty. But the retailer said in a statement that e-commerce also will feature a special mix of product exclusive to online.

As each Marshalls store carries its own unique selection, so too will Marshalls.com. New deals will be added to the site every day, and returns can be processed either online or at one of Marshalls’ 1,100 locations across the country.

The site is also implementing interactive tech features to infuse freshness into its new online business model. A “Swipe to Shop” feature for mobile allows shoppers to veto or save favored items by swiping left or right, a tongue-in-cheek replication of the selection process used by popular dating apps.

Curated pages like “The Designer Shop” and “Made in Italy” will feature tailored selections of product for shoppers seeking specific trends or categories. The site will also feature seasonal edits to showcase new offerings. To ring in the fall launch, Marshalls.com currently features a selection of cozy sweaters, dresses and footwear.

The retailer is also looking to build online community engagement by showcasing influencers’ and shoppers’ favorite Marshalls finds. Shoppers are encouraged to share their online and in-store finds with a post including the #MarshallsSurprise hashtag.

“We are thrilled to introduce Marshalls.com, which allows customers to shop Marshalls anytime,” Mark DeOliveira, executive vice president for TJX Companies’ digital department, said in a statement.

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“This site will feature a unique assortment of the brands and values that Marshalls is known for, and also offer customers the ability to shop through fun, interactive features and curations. We are excited for customers to experience the brand in this new way.”

Meyar Sheik, president and chief commerce officer for cloud commerce solutions provider Kibo, believes Marshalls can better serve customers with the advent of its online channel.

“Now [parent company] TJX has the opportunity to extend that same unique shopping experience and value to a much broader audience through digital channels,” Sheik explained, adding the move offers opportunities to both personalize merchandising and gamify product discovery. “Critical to every multi-channel retailer’s success is to leverage the proven value proposition of brick-and-mortar stores to fuel online sales, but also as a way of removing friction associated with the return process of items purchased online.”

Marshalls’ foray into digital is the latest move by off-pricers looking to enhance the customer experience and enable shoppers to transact in the channel of their choice. Fellow off-price chain Stein Mart recently announced new capabilities allowing customers to buy online and pick up their orders in a brick-and-mortar store (BOPIS), joining the 27.5 percent of all U.S. retailers offering this service.

 

Additional reporting by Jessica Binns.