Treating yourself to a new item, whether it be online or in-store, is always that much sweeter when you’re surprised by an unexpected reward, an invite to a VIP event or a bonus gift.

Following a competitive pitch earlier this year, OgilvyOne's first challenge as appointed agency was to come together with TJX Europe to create something special for devoted TK Maxx and HomeSense customers across the UK & Ireland.

To reward customers with more of what they love, OgilvyOne and Hogarth have launched TJX's loyalty programme for TK Maxx and HomeSense. The programme, which celebrates TK Maxx and HomeSense customers who are always on the hunt for one-off gems and brand bargains, is aptly called Treasure.

OgilvyOne and Hogarth provided creative services to support the Treasure roll-out across stores and online, including its core brand principles, tone of voice, digital presence and email communications. The new platform celebrates the TK Maxx and HomeSense customer by engaging them with content and benefits that matter to them.

Due to the overwhelming success of the programme in over 50 TK Maxx and HomeSense stores in the UK & Ireland, customers who take advantage of the service with even just one purchase a month have a chance to claim a special reward. This is in addition to other perks, such as exclusive events, in-store VIP experiences and other surprises.

The new Treasure programme forms a key part of TJX Europe’s omnichannel strategy. This has allowed for the organisation to harness customer and transactional findings to better its offering for discerning shoppers for the first time ever.