Two years after the company’s acquisition from Walmart, Jet.com is reinventing itself and homing in on its target audience: the city resident.
Jet is revamping its brand in three different segments: a new website experience that’s more personalized and localized; the arrival of City Grocery, a delivery option that offers three-hour and same-day delivery; and a new partnership with Nike, where the website will sell curated products from the brand—and not from third parties.
“We don’t want to be the store that has everything, but [instead] stands for something,” said David Echegoyen, chief customer officer at Jet. “It’s truly a reinvented experience with a focus on city customers, [and] we’re super excited about that.”
According to Echegoyen, the reimagined website aims to figure out the ins and outs of why living in a city is much different than other experiences. Starting with New York City, customers will get a customized website experience that says “New York City” at the top and shows a photograph of the city’s skyline. It’ll also curate its product recommendations through different questions. For example, if you’re on the home section, the website will ask what kind of apartment you live in to only suggest items that could fit in a one-bedroom, studio or whatever type of apartment it may be.
The recommendations are also going to get smarter based on what you’re searching and where. If you’re looking for “apple” on the general page, it’ll give you results of Apple products, but if you’re on the grocery side, the fruit will show up instead. Additionally, iOS users can now use voice to create lists on the Jet app.
Jet is also rolling out the arrival of City Grocery, which was previously hinted at in July. The company is planning on opening up a fulfillment center in the Bronx later this fall and will use the delivery company Parcel to carry out three-hour and next-day delivery for New York City customers.
With City Grocery, which has a $5.95 fee for same-day and next-day delivery, New Yorkers can order local beer and foods such as Big Gay Ice Cream or Bedford Cheese Shop, and leave detailed delivery instructions. Echegoyen said Jet spoke with “a lot” of people to understand what brands New Yorkers consider “local institutions.”
“A lot of times ecommerce is seen as demise of local business, but we want to be seen as the opposite,” Echegoyen said. “We want local business to flourish by bringing them onto the platform.”
As part of the new website, Jet also revealed a partnership with Nike, where the company will sell first-party Nike and Converse items. From Jet’s end, Echegoyen said the company looked at how people were actually buying products from Nike, and noted the differences between a yoga Nike user and a fashion one. Echegoyen declined to comment on Nike’s recent “Just Do It” campaign, which featured Colin Kaepernick, and instead emphasized that it’s been a long-time relationship in the works. “We’ve been working with Nike for months on this and we’re really proud of the strategic relationship we’ve developed, and we’ve seen them as a key brand that our customers are asking for,” Echegoyen said.
Nike also established a partnership with Amazon in 2017 that’s “progressing well,” said Mark Parker, president and CEO of Nike, on the company’s quarterly earnings call in June.
Of course, no rebrand would be complete without a full-blown ad campaign. Pereira O’Dell New York’s “Our Carts Are Different Here” includes a series of five different videos that center on how different Jet’s city customers can be. The spots will air across TV, audio, digital, social and out of home with local ad buys in New York, Boston, Philadelphia and Washington, D.C.
All of this comes down to what Echegoyen said was creating a differentiated experience from Walmart—one that makes Jet more about the customer and less about transactions.
“We want to rehumanize ecommerce and empathize with the customer,” Echegoyen said.
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