Enjoy electronics bridges e-commerce and bricks-and-mortar divide

By

Dani Greene

Published
May 17, 2016

Speaking at the Shoptalk conference taking place in Las Vegas May 16-18, Enjoy CEO Ron Johnson told his audience that e-commerce customers respond to instant gratification and good customer service.

Johnson said that two major distinctions between e-commerce and brick-and-mortar retailers are face-time with knowledgeable sales people and delivery wait times. These challenges limit the ability of e-tailers to effectively compete for increased retail market share and grow their customer base.

His online electronics company, which has drawn over $80 million in investments, delivers a better customer experience through a few innovative practices. Enjoy allows customers to select the exact time and place for delivery of their purchase. Plus, the delivery personnel, so-called mobile nerds, are qualified to help customers set up their purchase and answer any questions.

Investors view Enjoy as one e-tailer business model for increasing consumer trust and product credibility so that online stores can better compete with brick-and-mortar retailers. Johnson says that personal commerce, his term for e-commerce with actual face-time between sales people and customers, increases trust and credibility for products purchased online.

Enjoy was founded in 2014 by Ron Johnson. Prior to Enjoy, Johnson served as CEO of JC Penney. From 2000 to 2012, Johnson was a member of the Executive Committee at Apple and in charge of Apple Retail. From 1984 to 2000, Johnson worked for Target Corporation in a variety of merchandising leadership roles, including Senior Vice President of Merchandising.