Relaunch Drives In Urban Direction is altering its flight path with a brand relaunch developed to provide consumers a tailored site experience, a curated assortment of local and leading brands, and differentiated services.

The rebranding, according to the Walmart subsidiary, begins the implementation of a strategy to “rehumanize” e-commerce and focus on customers in major metro cities, with an emphasis on making everyday shopping relevant, enjoyable and convenient. Jet wants to more effectively personalize the shopping experience on its site as well, with special emphasis on the grocery, home, fashion, beauty and electronics product categories as it reduces the time shoppers spend solving everyday problems.

Jet stated that the key initiatives the company will launch to implement its strategy include:

Localization. Jet will reflect the emotional connection between consumers and their communities in the content and assortment shoppers find on its site. With New York as a starting point and a broader rollout to follow, Jet will greet shoppers incorporating iconic local imagery and messaging on the home page and throughout the site.

Personalization & Voice Activation. Jet will provide smarter product recommendations that prioritize shopper preferences and offer timely re-order suggestions. In particular, iOS users will have the capability to employ voice activation in building shopping lists on Jet’s mobile app.

Tailored Shopping Experiences. With the recognition that shopping behaviors and needs shift across categories, and are unique in grocery, Jet will offer designed experiences that flex to accommodate shopping preferences.

As an element in its overall strategy, Jet will add what it dubs the City Grocery Experience initially in the New York City. As Jet’s Bronx fulfillment center becomes operational this fall, consumers will be able to set three-hour scheduled same day and next day delivery windows through Parcel, the logistics operation acquired by Walmart in 2017. Jet has partnered with popular New York-based brands to give its assortment local flavor. To make transactions more convenient, Jet will offer customized delivery instructions such as leave the package with the doorman.

Jet pointed out that it will complement the curated assortment of local and leading brands with select strategic partnerships, giving consumers special access to preferred brands. Come October, the company added, Jet and Nike will launch a strategic partnership to create an edited and consumer-centric experience that will focus on the sportswear company’s namesake and Converse brands across apparel, footwear and accessory items for men, women and children.

As part of the rebranding move, Jet plans a marketing campaign under the slogan “Our Carts are Different Here” to underscore the company’s value to city lifestyles by relating authentic human stories, the company indicated.

Simon Belsham, Jet president, said, “As a retailer, we must build experiences that customers love and trust, backed by strong values. For Jet, this means offering a more tailored shopping experience combined with a unique assortment of great brands in a way that brings empathy back into e-commerce. This is only the beginning for Jet.”