RTIH’s secret shopper experiences the mixed bag that is TK Maxx’s online retail and Click and Collect offering

RTIH’s secret shopper tests out TK Maxx’s Click and Collect service and finds much room for improvement.

As a skincare fiend and a bargain hunter, I have always had a soft spot for TK Maxx.

The thrill of finding viral Korean skincare brands, a serum for £45 that retails for £250, or the TikTok sensation Glossier, makes it a favourite haunt. However, it's often a game of chance, depending on which store you visit.

This unpredictability led me to test TK Maxx’s online Click and Collect service, especially to compare it with my recent seamless experience at Primark.

The result? A very mixed bag.

Let’s start with the online shopping experience. Browsing TK Maxx’s website on my phone was initially a nightmare. Despite a great sale, the website repeatedly crashed after a few hundred products.

Frustrated, I switched to my laptop, which proved to be more stable, though still glitchy and prone to occasional lagging. This starkly contrasted with Primark’s modern, user-friendly website, which was a breeze to navigate from start to finish.

The product range on TK Maxx’s site was impressive, filled with real bargains. However, the visual presentation left much to be desired. For instance, when browsing makeup shades, I often had to search externally for foundation colours as they were not provided on the site.

This was likely due to the high product turnover, but it didn’t make for a great customer experience. On the other hand, Primark’s website offered clear visuals and a smooth customer journey.

Despite the hurdles, I managed to place my order and received regular updates until my product arrived at the store. Here’s where the experience began to diverge significantly from Primark’s.

When I used Click and Collect at Primark, despite a slightly hidden click and collect counter, the process was quick and efficient, with a dedicated area and staff solely operating the counter. At TK Maxx, it was a different story.

Upon arriving at TK Maxx, there was no clear signage for Click and Collect. Initially struggling to find a shop assistant, I finally found one who directed me to the very busy cashier area, where a huge queue and only two people at the till greeted me.

I stood awkwardly for a few minutes before I had to check back with the sales assistant to ensure someone was coming. Meanwhile, two more customers were directed to the same spot. At no point did anyone from the tills check if all was OK.

When an attendant eventually came over, they immediately asked for my barcode, which was expected, but they also requested a photo ID matching the name on the email. It seemed rather old-fashioned. If you have the confirmation email and barcode, ID verification seems unnecessary.

This policy also prevents others, like family members, from collecting on your behalf. Primark’s process, by contrast, was more straightforward and didn’t require this extra step.

Adding to the frustration, the scanner at TK Maxx didn’t work, forcing the attendant to type the code manually. All of this took place by the side of the tills, without a dedicated counter, making the process awkward for both of us.

When my order finally arrived, it was in a bulky box with no bag.

Given the store’s location in the middle of a high street, this was inconvenient, especially since I had to walk back to the train station (which took around ten minutes, plus the walk home at the other end). In comparison, Primark provided a bag, which is what I would expect for a similar amount of items.

While the items from TK Maxx were of high quality, the service and overall experience felt outdated and unpolished. With TK Maxx gaining traction on TikTok for its Gen Z appeal, there’s a pressing need for the store to modernise its online shopping and Click and Collect processes to avoid being left behind.

Reflecting on both experiences, Primark’s Click and Collect service stands out for its efficiency and user-friendliness.

The seamless process from ordering online to picking up in-store, despite minor navigation issues, was remarkably easy and enjoyable. TK Maxx, on the other hand, offers great products and deals but falls short in delivering a cohesive and customer friendly experience.

While I remain a fan of TK Maxx for its incredible bargains and diverse product range, the Click and Collect experience leaves much to be desired. With its polished and efficient service, Primark sets a higher standard that TK Maxx would do well to emulate.

For now, Primark’s Click and Collect gets a solid four out of five stars from me, whereas TK Maxx, despite its potential, struggles to reach a three. Here’s hoping for improvements that match the quality of its products.