If there is a reason why more people are shopping online than in retail, it is because it is more convenient. This allows shoppers to do their shopping wherever they are, as opposed to having to make a special trip to the store, saving them a ton of time in the process. This is why it’s not surprising to see traditional retailers such as Walmart come up with ways to bring customers back.

The latest initiative comes in the form of a service called Jetblack. This is a service that is only available in New York at the moment, but basically what it does is that it lets users order items from Walmart simply by sending a text message. It won’t just include items from Walmart, but will also cover items from Jet.com, Saks, and Pottery Barn.

It will cost customers $50 a month which will include other services such as gift recommendations, gift wrapping, fast deliveries, and easy returns. One of the perks is being able to ask for recommendations from personal shoppers, which means that if you’re looking for a gift idea for a particular occasion, you’ll be able to text for it.

However at $50 a month, it is considerably more expensive compared to Amazon Prime, but as CNBC points out, this service is aimed more towards Walmart’s affluent shoppers. According to Marc Lore, Walmart’s head of e-commerce, “Our eCommerce strategy has been focused on three elements: nailing the fundamentals, leveraging our unique strengths to play offense and innovating for the future. Powered by conversational commerce, the future of retail will bring convenience and high-touch personalization to the forefront for consumers everywhere.”

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