Jet.com, STORY Partner on ‘Fresh’ New Shopping Concept
Wal-Mart's Jet.com launched a grocery location in New York City last month in partnership with STORY, a 2,000-square-foot store that features a rotating lineup of merchandise that changes every three weeks to eight weeks.
In the installation at STORY, which is on display until July 30, Jet is selling select grocery items such as fresh produce as well as non-perishable items like a banana split candle, the June Intelligent Oven and the Joule sous vide tool. There also will be in-store events with collaborators such as makeup guru Bobbi Brown, chef Mario Batali and more.
Why did Jet decide to embark on this initiative with STORY? According to Jet's president Liza Landsman, it just made sense.
"Jet is disrupting e-commerce, especially within the fresh grocery category, [and] our partner STORY is disrupting retail," Landsman said. "Bringing our two brands together in a colorful and fun collaboration is the perfect way to educate consumers about Jet's fresh offering.
"When people leave STORY," Landsman continued, "they will not only know that Jet offers fresh grocery delivery but, more importantly, that Jet is approaching online grocery shopping in a fresh and innovative way."
For STORY, it Was All About Discovery
"I learned about Jet’s expanded offering and focus on fresh groceries and artisan goods and was intrigued — there were many ‘oh my gosh I had no idea you sold this, or offered that’ moments," said Rachel Shechtman, founder of STORY and former brand consultant for Kraft, TOMS shoes and Lincoln. "Since discovery is so much a part of the STORY experience and narrative, it seemed worth exploring."
In addition, Shechtman was impressed with the Jet team’s diverse skill set and enthusiasm, as well as that the company uses “a special recycled denim-based packing material in lieu of refrigerated trucking. We thought that was interesting and more people should know about what differentiates [Jet’s] fresh grocery experience.”
The installation is also a first for both Jet and STORY. This is STORY’s first concept store that deals with food (though its 34th installation overall), and Jet's first offline initiative of any kind.
The goal of the program, according to Landsman, is to bring the Jet brand to life.
"The experience is designed to convey the unique selling points of Jet's fresh grocery delivery offering and other foodie-friendly items," Landsman said. "Anyone who spends time in the experience will walk away with a deeper understanding of both what Jet.com offers in our fresh assortment, from lemons to ice cream, and how we deliver with innovative packaging design and materials."
Landsman added the concept of not having to schedule a fresh delivery isn't one that people understand, because "nobody else is doing what we're doing by taking the scheduling out of the equation."
The installation comes at a time when more and more online brands are experimenting with physical spaces.
"A temporary physical space is a great way for an online brand to connect with its existing base of engaged customers and build brand awareness with new customers through a more immersive storytelling experience," Landsman said.