TJX’s Settlement: Marketing Chutzpa At Its Best
September 22nd, 2007Only TJX could take a lawsuit settlement from the worst retail data breach ever and try and turn it into an upsell situation.
TJX's multi-part settlement of all of the consumer lawsuits against it for its massive data breach is a fascinating denouement to the TJX saga. What makes this latest twist so delicious is that TJX has played this debacle the way a retailer should, assuming the retailer is Niccolo Machiavelli.
When admitting to a massive databreach impacting some 46 million of your customers and when also conceding by implication that much of it was your fault given inadequate security measures, most companies would be chagrined, embarrassed and perhaps even a little bit ashamed. But not our heros.
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