Uniquely J is Jet's Private-Label Ticket to Millennial's Hearts

by Bill McCool on 10/03/2017 | 3 Minute Read

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In yet another attempt to do battle with the hydra-head that is Amazon, Jet.com has announced that they’re launching a new line of branded grocery and household items which will be sold as Uniquely J. Soon, items like coffee pods, paper towels, and olive oil will be shipped directly from the e-commerce retailer to your home.

After acquiring Jet last year for 3.3 billion, Walmart is looking to cash in on the ever-fickle millennial dollar with eye-catching packaging which features tattoo-inspired art and cartoonish illustrations. While Walmart was already selling some of their in-house brands like Sam’s Club and Great Value on Jet, the Uniquely J line will be more geared toward younger urbanites that would prefer their coffee packaging feature images of skulls draped in coffee beans or artfully designed cats rather than actual cups of coffee.

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Editorial photograph

Jet’s business model sits somewhere at the crossroads of Prime and Costco where the more you buy the lower the prices become. Free shipping is available on orders over $35 dollars and consumers can also opt out of returns and use their debit cards (so that Jet doesn’t pay fees on credit card transactions) to increase their total savings.

With Amazon’s Whole Foods purchase and the addition of the 365 Everyday Value product line, it’s now more important than ever for major retailers like Walmart and Target to have their own private-label brands, especially with millennials foregoing traditional brick and mortars for shopping online.

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Editorial photograph

But are consumers moving away from well-known brands merely for discounted goods and free shipping on Prime and Jet? While the price point is important, millennials, in particular, want to engage with an authentic brand, and Uniquely J could be the in-house generic goods that younger shoppers gravitate toward.

Jet’s line of in-house products are not yet available to consumers but will be launched in the next two months exclusively on Jet.com. After a year, the Uniquely J items will be available at your local Walmart.

No word yet on which company Amazon will acquire next to raise the stakes in this Bergmanesque chess match with retailers everywhere, but we’ll keep you posted.

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