Head over to Jet.com and you’ll see the site has had rebrand and makeover as it seeks to more effectively compete with Amazon. But it’s not just about the look of the website. They are also revitalising their offering, bringing in more big brand retailers to attract millennial and urban shoppers and also soon to be offering same-day grocery delivery in New York City.
The Walmart-owned retailer and marketplace says that it seeks to “rehumanise ecommerce” and make shopping more than simply transactional:
I think we’ve been indoctrinated over the last 10 years that e-commerce is a very transactional experience.We know that a lot of people shop for enjoyment, inspiration, and discovery and with the new site, we’re putting that customer centricity back into the experience.
– Simon Belsham, president, Jet.com
The focus of the developments is on increasing the number of goods available, especially with big brands including Nike. And also offering faster shipping on orders. Swifter shipping will also be available and also free shipping on orders above $35.
Jet.com will also be offering a same day delivery service in New York City for groceries and everyday essentials. This shows some of the synergies between Jet and Walmart because the latter doesn’t have any outlets in New York City. A fulfilment centre is opening on Bronx River Drive and they say it will create hundreds of new jobs in the area. Jet is based in Hoboken, New Jersey, just across the Hudson River from Manhattan.
Whilst on one level, with the move towards faster delivery and greater choice Jet clearly wants to become more mainstream and compete more effectively with Amazon. But it also takes Jet.com away from its founding ethos which was to let shoppers make big savings if they didn’t mind slower shipping times.
There is also a question of the extent to which this makes it less of a marketplace proposition for merchants.
