Jet.com wants consumers to spend Black Friday in stores
November 16, 2015 03:22 PM
The Jet.com online marketplace hopes to capitalize on the retail frenzy surrounding the day after Thanksgiving by offering Jet.com credit to consumers who make purchases at select retail stores that day.
Shoppers who can prove they spent at least $50 in the physical locations of select retail chains from 5 p.m. on Thanksgiving through 11:59 p.m. on Black Friday get $10 in “JetCash” vouchers; consumers can claim up to $30 in vouchers. Jet says consumers have to register for a Jet account before Thanksgiving to participate.
Jet on its Facebook page says credit can be earned on purchases made at Toys 'R' Us Inc. (No. 40 in the Internet Retailer 2015 Top 500 Guide), sporting goods retailer Sports Authority (No. 277), specialty gadgets retailer Brookstone Inc. (No. 242), and consumer electronics and appliance retailer hhgregg (No. 255), among others. Shoppers who buy at these stores have to take a photo of their receipt and upload it to Jet’s Facebook page by midnight Sunday, Nov. 29 to get the credit.
The terms and conditions of the offer say Jet.com is funding the promotion and the participating retailers are not parties to the promotion, which Jet is calling “Purple Friday.” Purple is Jet’s signature color.
A Jet.com spokesman tells Internet Retailer the company will promote the offer through email marketing and social media channels, and will not place promotional materials in retailers’ stores. An hhgregg spokesman says the retailer plans to promote Purple Friday via email on the Sunday before Thanksgiving and again closer to Black Friday. A Toys 'R' Us spokeswoman said that while the retailer is aware of Jet's Purple Friday promotion, they haven't figured out how they're going to promote it themselves.
Rick Chavie, CEO of Enterworks, says the promotion is coming at a key time in Jet's brief history.
“This may be a make or break season for Jet.com's business model,” he says. “If they can break through this season as a viable alternative to Amazon and if they can effectively execute in conjunction with the retail sourcing partners, they may be able to create enough momentum to offset the loss of the membership fees that they had to abandon.”
Jet passed the one million customer threshold in late October, three months after it launched.