Yesterday, Walmart brought Tesco and Ocado veteran Simon Belsham aboard to serve as president of Just as Belsham helped yield success for Tesco’s online grocery business in Europe, he will likely help drive growth for Jet’s grocery delivery program.

One challenge that Jet faces, however, is luring millennial shoppers. While the retailer frequently mentions its goal to stand apart from its rivals by serving this demographic, millennials so far have favored the competition. Nearly half of visitors to between December 2017 and February 2018 were under the age of 35, while this age group accounted for just 35% of shoppers who visited Other pure play retailers benchmarked in L2’s inaugural Digital IQ Index: Grocery also saw higher millennial distributions.

grocery age distribution

Jet has made efforts to win over younger consumers. In the fall of 2017, the retailer launched Uniquely J, a private label line targeting millennials. However, L2’s finding highlights the challenges of capturing the large share of youthful shoppers beginning to buy groceries online.

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