Dive Brief:
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Former J.C. Penney CEO and Apple retail guru Ron Johnson has launched his long-rumored retail-delivery-services site, Enjoy.
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Shoppers that order through Enjoy’s marketplace can have the item or system delivered at home, office, “or coffeeshop,” and the appointment is made for an exact time, rather than a window. For now, Enjoy is available in San Francisco and New York City.
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The Enjoy expert delivering the merchandise also helps with setup and will spend about an hour with the customer, for no charge. A brief look at some products, mostly electronics but some tech-saturated bikes and other items, found prices to be comparable to places like Target. Tech service is available for purchases not made through Enjoy for $99.
Dive Insight:
Johnson’s fingerprints are all over this new business. The site is welcoming and well designed, with a number of helpful, well produced videos. And, of course, the focus on helpful, knowledgeable tech experts at the ready is a hallmark of his “Genius Bar” idea for Apple’s retail stores.
An aura of mystery has surrounded Johnson’s latest venture, and this launch has been anticipated for a while. So far, Enjoy offers a very limited number of products, including a deal with AT&T to offer and support its products, and it’s only operating in two cities. Clearly it's still an experiment in retail.