Blue Awesome Blog

The TJ Maxx School of Marketing

TJ Maxx iPad

If you read any gadget or technology blogs like CNET, Engadget, or Gizmodo, I’m sure you heard all about the bizzarre appearance of Apple’s iPad at some TJ Maxx and Marshall’s locations for $100 less than retail price.

Bloggers all over the country were trying to figure out how this obscure chain was able to undercut megastores like Wal-Mart, Target, and Best Buy, all while gadget-savvy consumers were busy checking in on their local stores to see if they could find a deal.

The incident even got the official disapproval of Steve Jobs himself, leaving the situation even more curious.

Fast forward a couple days, and now we know that TJ Maxx bought the iPads at retail price and took a loss. They knew the stunt would get them national attention on gadget blogs and create interest in their business, and it worked. Cult of Mac reports that the number of iPads sold could actually be quite low, so for a small loss they generated a huge stir and got a lot of people to set foot in a TJ Maxx for the first (and possibly last) time.


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