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Will ENJOY Bring Joy To Online Shoppers?

After months of speculation, former JC Penney CEO and Apple executive Ron Johnson has unveiled his latest venture: ENJOY. As described in the above image, ENJOY aims to bundle up the e-Commerce experience with set-up and consultative services. 

Although at first bluff this seems like a great offering, there are a variety of other retailers that deliver the same service, such as Apple with its Genius Bar and Best Buy with its Geek Squad. 

So how will Johnson and his team differentiate ENJOY? Will it be enough to take the e-Commerce world by storm? The RTP editorial team shares their thoughts: 

Debbie Hauss, Editor-in-Chief: I think ENJOY has a lot of potential, although, to RSR Analyst Paula Rosenblum’s point, consumers are much more adept at connecting and installing their electronics today. AT&T is offering the service free with the purchase of certain items, so it’s hard to dispute the value in that. It’s another way to bring that one-on-one personalized experience to consumers, which is the goal all retailers are aiming for today. I’ll be watching this one.

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Alicia Fiorletta, Senior Editor: I definitely think the value here is in the added service. It’s engrained in the business model and therefore, I’m thinking that the knowledge or expertise of these brand representatives is much more vast than we know. For example, if I’m an outdoor enthusiast and want to use ENJOY to buy a new Turbo bike, I’m wondering if they pair me with a representative that can not only set up the product for me, but give me helpful tips and tricks on how to get the most out of my purchase. Same thing goes for technology: Although it’s super easy to set up an iPhone, for example, there are so many subtle tricks and “hacks” that only the most advanced Apple fans know about. The ENJOY representatives can help bridge that gap.

Rob Fee, Managing Editor: I have a hard time understanding who ENJOY’s target customer is. The more complicated the product, the more value I see in ENJOY’s model. But one of the hallmarks of modern consumer technology, such as smartphones and tablets, is simplicity. I might think about it for something more intricate, such as the services the company offers with the Sonos line of home audio equipment. That said, it’s a free service, so where’s the harm in a quick tutorial on a product that I think I already know well. The free hand delivery is a nice bonus too.

Kim Zimmermann, Senior Managing Editor: I think for certain segments of the population, this might be an attractive service. Having two aging parents who are always grappling with technology and family members with limited patience, I could see this has some appeal. However, I don’t expect the service to be “free” for long, so it would depend on how much they eventually charge. But come to think of it, I might pay for it just not to have to answer my dad’s nearly daily questions about his iPhone. 

Brian Anderson, Associate Editor: I personally feel like this service is targeting an older generation that has been under served in these types of services. With all the latest tech trends targeting younger generations, it’s interesting to see a service like this gaining traction. The service seems to be fulfilling a desired need; I don’t think a venture capital firm would fund $30 million for an unnecessary service. Also, it brings the engagement face-to-face, which could lead to better customer experiences – which is a good thing.

Glenn Taylor, Associate Editor: The service seems too limited to me at this point. I’m sure there are plenty of big spenders out there with interest in the service, but the price point of the products doesn’t really help bring a wide appeal to all audiences. The expert help appears to add value, but for most people choosing a laptop or a speaker, it probably isn’t something that would pull them away from their regular purchasing habits. I’m interested in seeing how the ENJOY Visit service plays out. Just how knowledgable are the Experts, and can the $99 be worth it comparative to other help services?

What do you think? Do you expect to hear more from ENJOY in the near future? Share your thoughts in the comments section below!

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