Joybuy – the soon-to-be-launched UK full category e-commerce site and app owned by China’s biggest retailer by revenue, JD.com – is testing a ‘shop the look’ feature for grocery products.
Common in online fashion retail, ‘shop the look’ allows shoppers to easily recreate the outfit of a celebrity or model, by marking up a photo with buy links to alike clothing products.
In a new feature introduced to the Joybuy beta website, the retailer is encouraging users to ‘shop the look’ of a woman standing at a fridge laden with different products, drinking from a bottle of Morrisons Orange Crush drink.
Bottles of Asahi Super Dry, a pack of Japanese Style Sausages, and a Black Chocolate Waltz Dessert are shown in the image – titled Fill Your Fridge – and are linked to alongside it.
In another ‘shop the look’ image on the site – entitled Game Night – shoppers can quickly add an LED TV, PlayStation console, beer and snacks to their online baskets.
Earlier this month, Joybuy confirmed it would be launching in full next month, promising to bring “more than 100,000 products from leading household brands to UK shoppers” JD.com said.
The Joybuy test website and app were launched in April last year, offering an extensive range of ambient and frozen foods, household, baby, beverages, personal care, beauty, health, pet, and nicotine products from both major brands and Morrisons own label. Joybuy offers same-day delivery for orders received before 11am, and next-day delivery for those made after.
Since Christmas, the company has made major updates to the user experience of its app and website, and begun the launch of brand store fronts. Among them is water filter company Brita, which launched its dedicated shop page on the app and website this month.
It is understood at present the majority of grocery products listed by the online retailer are supplied by Morrisons wholesale and other wholesalers.
However, earlier this month The Grocer revealed JD.com has been working to set up direct supply relationships with several major brands. Several suppliers said they had already discussed or were currently negotiating with the company to establish the direct supply of goods into its network of UK warehouses.
Unlike other Chinese e-commerce giants that have arrived in the west, like Temu and Alibaba, Joybuy operates as a retailer, holding stock in its own warehouses, rather than with a marketplace model where goods are shipped directly from brands and manufacturers to consumers.
Earlier this month, JD.com launched its express delivery service – JoyExpress – in the UK. The service allowed Joybuy to offer customers same-day and next-day delivery in major cities, the company said.
Unlike orders made on rivals such as Amazon – which uses a pool of self-employed drivers to courier packages to customers’ doors – JoyExpress will deliver in branded uniforms and vehicles, “reflecting the company’s commitment to professionalism and customer-first excellence” the company said.
“Joybuy places the customer at the heart of everything it does,” the company added. “The Joybuy slogan ‘Don’t just buy, Joybuy’, perfectly captures the mission to fulfil customers’ needs and provide a service that is easy and convenient, but also enjoyable and fun.”
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