Walmart Jetblack Program Seems Confused With What it Wants to Be
What do you get when you cross a retailer that champions low-cost items with a premium-priced service that aims to put those same products in the hands of more affluent, time-crunched shoppers? Aside from a headache, the answer to that question is the Jetblack membership program launched by Walmart.
This week, the retailer announced that the program, which has been in beta mode in Manhattan, is now accepting waitlist signups from residents across the city.
While every bit of me wants to look at the Jetblack program and applaud Walmart for launching a truly unique and different kind of retail program, I’m instead left feeling confused. I struggle to see what Walmart actually wants Jetblack to be. With a membership cost of $50 per month, it seems like a service aimed at wealthier shoppers who’d like to take advantage of the personalized ecommerce experience that Walmart touts on the Jetblack website. At the same time—and on the same website—Walmart calls the service out as being “the easiest way for busy moms to shop.” The Verge’s breakdown of the service makes it clear that the service is meant to be exclusive though, highlighting that membership is available by “invitation only” and that members have to be “judged worthy” to join.