The founders of Jet.com, the online shopping site, created their business around a shipping algorithm that, they believed, would allow them to undercut ecommerce giant Amazon on the price of some sales.
But they knew nobody comes to a new shopping website because it has the best algorithm. The question was how to engage shoppers while allowing them to take advantage of the lower costs, Liza Landsman, President/Jet.com, reported at the 2017 Association of National Advertisers’ (ANA) Digital & Social Marketing Conference.
Jet.com’s approach appears to have resonated with buyers, both in the ecommerce ecosystem and...