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For New York Marketing Push, E-Commerce Platform Jet Takes The Subway

Walmart-owned Jet is taking New York with an out of home campaign starting with its a branded Metrocard.

Jet.com, the Walmart-owned e-commerce brand, is continuing its New York City outreach with a campaign designed to appeal to urban, affluent consumers in advance of the holiday shopping season.

Part of the brand’s greater city-wide holiday season takeover will include includes billboards, bus wraps, and subway advertising. And its own branded-Metrocard.

The ads go live on 11/6. Jet will also  have custom Snapchat filters featuring its artwork geofenced to the subway stations for the first few weeks, a Jet representative tells GeoMarketing.

The campaign follows Jet’s previous New York effort in June. The company partnered with Domino Media Group, the content and commerce company focused on home décor, “to celebrate summer” by opening a 1,500 square foot popup store in Brooklyn that showcased the connection between online and offline consumer experiences.

Before that, the Hoboken, NJ-based Jet, which was acquired by Walmart for $3.3 billion in August 2016 to expand its bricks-and-clicks offerings versus rival Amazon, worked with concept store STORY on a six-week installation in Manhattan featuring a wide assortment from Jet’s fresh grocery.

As voice-activation becomes a more mainstream tool for consumers to make purchases and discover physical shopping choices, e-commerce companies have looked to include brick-and-mortar and traditional advertising as part of an omnichannel strategy.

As Jet executives told us this summer, the need for and online/offline strategy is not just for stores anymore.

“What’s interesting about e-commerce is that it’s no longer just about shopping online,” said Musab Balbale, VP/GM of health, personal care, beauty at Walmart’s e-commerce channel and for Jet. “Customers come to our site to learn more about products, to see what’s right for them. And we might be the right place for them to purchase something since we can ship it within two days for free. Or they may want to find that product in a local store to satisfy that sense of immediacy.”

Jet’s stylish Metrocards will begin appearing next week.

And that’s the underlying point of what Jet’s new campaign is meant to drive home — even while consumers are underground.

“Over 5 million commuters swipe a yellow subway card on a daily basis as they make their way around New York City,” Jet’s rep says. “Artists like Barbara Kruger and brands like Supreme have released limited edition cards making them more collectible in recent months. Jet.com is tapping into the collectible concept, launching beautiful Jet-purple and white designed subway cards on November 6.”

The limited-edition cards will be distributed randomly at vending machines at the following 10 NYC stations:

  1. 14 St-Union Sq
  2. 59 St-Columbus Circle
  3. Lexington Av/59 St
  4. East 86 St
  5. Lexington Av-53 St
  6. Fulton St
  7. 14 St/6 Av
  8. Chambers St/WTC/Park Place
  9. Canal St
  10. West 4 St-Washington Sq
About The Author
David Kaplan David Kaplan @davidakaplan

A New York City-based journalist for over 20 years, David Kaplan is managing editor of GeoMarketing.com. A former editor and reporter at AdExchanger, paidContent, Adweek and MediaPost.