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When Walmart purchased Jet.com for $3.3 billion, it hoped to expand its reach and appeal to a wider set of consumers. Accordingly, its strategy for Jet is distinct, focused on upscale goods that hold appeal for “metro millennial” shoppers. For example, it will bring in menswear from Bonobos and organic produce (as well as dozens of other high-end household items) under a new grocery private label that it will call Uniquely J. But it is still a Walmart company, which means that it prioritizes pricing decisions. To get shoppers excited about its options, Jet will offer a 5 percent cashback bonus for orders placed during September and October, such that people can earn up to $50 in credit that they can apply to holiday purchases from the site. Thus the company hopes to have it both ways: Attract a new market of hip shoppers while staying true to its loyal cohort of price-driven customers.

Source: George Anderson, Retail Wire, September 29, 2017