Walmart subsidiary Jet.com has opened what it refers to as the “grocery shop concept of the future.”
The pop-up, called Fresh Story, is a temporary food-themed concept store. Open in New York City from May 10 to June 18, Fresh Story showcases artisanal accessories, cookbooks, and kitchen appliances.
According to Jet’s vice-president of marketing, Sumaiya Balbale, the store’s larger goal is to raise awareness about Jet’s grocery delivery capabilities. Balbale adds that this new store format, which will constantly change and include interactive events, may mark a change in the way bricks-and-mortar retail is conducted.
“Retail is rapidly evolving,” said Balbale in an interview with Business Insider. “Tech is changing a lot of the ways in which people shop, and the way that retailers can fulfill on those behaviours. It’s an exciting time to experiment. I don’t think shopping behaviours are set in stone, and there’s a lot of opportunity to help shape them.”
This is the first foray into physical retail for Jet.com, which was founded in 2014 by Marc Lore.
