Advertisement Resets To Appeal To City-Based Shoppers has relaunched its business strategy to focus on shoppers in big cities, beginning with New York City. The updated experience features increase localization and personalization and improved grocery delivery options.

“The GDP of the New York metro area is bigger than many international countries,” said Simon Belsham, President of, in an interview with Retail TouchPoints. “We’ll test strategies in New York, like Jetblack, then eventually expand into other cities. In the meantime, we’ll continue to evolve the business in other cities while we’re testing new strategies in a great market.”


Localization efforts will include the addition of New York-focused iconic imagery and messages for shoppers who access the e-Commerce site from the New York metro area. Other major cities will receive their own localized web pages over time.

The retailer also will improve personalization by offering improved product recommendations and timely re-order suggestions that predict when shoppers need to restock. Customers will be able to add customized delivery options upon checkout, such as asking for their package to be left with the doorman. Grocery Makeover Features Faster Delivery And Local Offerings will introduce three-hour same-day and next day delivery in New York City through Parcel (a recent acquisition), for groceries and other select merchandise. Perishable orders will be packaged in recyclable, insulated bags that retain freshness for up to the three-hour delivery window.

As part of the business reset, Jet is working more closely with local brands. The company has enticed several iconic New York food brands to sell via, including: Bedford Cheese Shop, Pat LaFrieda, Orwashers Bakery, Big Gay Ice Cream and Just Bagels.

“Food is now the center of everything,” said Belsham. “I think it’s the most emotional category of products you can sell. With that in mind, today’s consumers are looking for convenience, speed and control in their shopping experience. We are offering scheduled, same-day delivery that will help busy families fill up on necessities.”

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