Marshalls introduces e-commerce store with interactive features

Dive Brief:

On Tuesday, Marshalls debuted its e-commerce site, Marshalls.com, allowing users to shop the off-price retailer's "ever-changing" inventory online, according to a company press release.
The site will feature an assortment of men's, women's and children's apparel, as well as shoes, home goods and beauty products, most of which can be returned either by mail or at one of Marshalls' 1,100 locations nationwide, the company said.
Shoppers can use various interactive functions, including the site's "swipe to shop" feature, which allows users to save items for later; "curated shops," which is filled with trendy items; and "influencer + shopper finds," which curates product inspiration from influencers and consumers, according to the company's announcement.

Dive Insight:

Though off-price retailers like Marshalls have performed relatively better than their department store counterparts in the past, the retailer had been eyeing e-commerce as a way to further drive growth for some time now. The move appears to be an attempt to grab a share of the e-commerce market as consumer shopping behavior shifts online.

"We are thrilled to introduce Marshalls.com, which allows customers to shop Marshalls anytime," Mark DeOliveira, executive vice president of TJX Digital U.S., said in a statement. "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."

After reporting a modest fourth-quarter in 2018, TJX, Marshalls' parent company, reported a 5% increase in sales during its second quarter this year.

Will the off-price retail market continue to succeed? The answer to that question depends on who you ask. Some analysts predicted a decline in off-price retail earnings might fall short of expectations in the future, but projections published in September foresee dark times ahead for department stores as off-price retailers continue to cut into their market share.