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Jet.com is an incentive for recovery.
The e-commerce site owned by Walmart has completely revamped its website as part of an effort to "re-humanize e-commerce," as the company said in its press release.
"I think we've been indoctrinated over the last 10 years, e-commerce is a very transactional experience," said Simon Belsham, President of Jet.com and Senior Vice President at Walmart. "We know that many people are shopping for fun, inspiration and discovery." With the new site, we are redirecting this customer focus towards the experience.
E-commerce is synonymous with emotion.
Walmart bought Jet in 2016 for $ 3.3 billion. He then repositioned it as an online sales site for high-end millennials who live in cities. The new Jet.com retains this goal, but now it is less about the transaction, and more of the emotion of shopping and what it brings out in customers.
"There is the feeling that e-commerce is based on algorithms that drive everything and that everything is trying to lead to a transaction," said J. David Echegoyen, Jet's customer manager, Business Insider. "We want to do things that are not only about the transaction, but about the relationship – to do that, we need people, people need to think about what the customer represents."
The website will now change depending on the city in which the customer is located and the time that it is. For example, New Yorkers will look at the horizon line when they are looking for products, and this line of horizon may show the sunrise, sunset or complete disappearance of the sun. More concretely, New Yorkers will more easily buy local brands they know and love from the region, and will look at national brands in a way that suits local tastes.
"We discovered that many of these brands were so hungry as partners," said Belsham. "E-commerce has had the bad luck of being the killer of small businesses – we want to be the opposite."
Jet will also offer different shopping experiences for different categories. For example, fashion and apparel items will have more photos and different sensations than grocery shopping, while the sales furniture section will look different.
In these categories, Jet will present other brand partnerships and showcase them in an obvious way. For example, Jet will partner with Nike to sell Nike, Converse shoes, apparel and accessories on the site.
But while most of Nike's online partners have always held up, Jet wants to do more with the brand.
"[With the] The partnership with Nike … aims to inspire people about the fitness or sport they want to play, "said Belsham.[It’s] not just a search engine to find specific projects. "
A new focus on the grocery store
For groceries, Jet is using new resources, such as the Bronx Distribution Center and Walmart's courier service, to deliver groceries to New York.
Called City Grocery, Jet customers will be able to pay a $ 6 fee to have their groceries delivered the same day or the next day in a three-hour window.
Many local brands will be featured, such as the Orwasher bakery, Pat LaFrieda Meats and Bedford Cheese Shop, but there will also be plenty of national brands. The service will be available in four of the five boroughs of New York and parts of New Jersey.
As the Bronx plant ramped up, Belsham said customers could also add more products to their grocery orders.
The delivery service begins in New York, but Jet will consider other cities to launch it in the future.
Walmart has experienced explosive growth in e-commerce in recent years, including 40% online growth in the most recent quarterly results released in August.
This is due in part to a massive investment in brands such as Jet to better compete with e-commerce players like Amazon. Jet's revival is probably an attempt to stabilize this growth and further differentiate Jet from its mainstream brand.
"Really, the new site and the restart of the company are just the beginning of our direction for Jet and more than the way we think about the future where we want to take retail and e-commerce," he said. said Belsham. "E-commerce is not going to be e-commerce in the future, and that's the beginning of how Jet can fit in."
Echegoyen agreed.
"It's only the beginning," he said. "We do not put a flag on the moon saying we have arrived."
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