Instacart has launched three new Caper Cart capabilities – gamified quests, location-based coupons and aisle-aware advertising formats.
These new offerings build on the AI-powered smart cart’s capabilities to make grocery shopping more personalized through its digital screen, allowing brands and retailers to engage with customers as they shop in-store. These capabilities are rolling out to retailers like Schnucks and Wakefern Food Corp., in partnership with brands including General Mills and PepsiCo.
“Caper Carts are ushering in a new era at the grocery store – making shopping more delightful while delivering a seamless experience for customers, retailers and brands. Over the last six months, we’ve nearly quadrupled our Caper Cart footprint and plan to reach thousands of carts live in stores in the coming months,” said David McIntosh, chief connected stores officer at Instacart.
“For more than a decade, we’ve worked with grocers of all sizes to provide them with the technologies they need to serve their customers. With Caper Cart’s digital screen, we’re now delivering an unmatched omnichannel experience for retailers and brands in-store. Today’s news is further proof of how we’re truly transforming grocery shopping from a chore to a fun adventure, giving customers a one-of-a-kind, interactive experience in every aisle of the grocery store.”
Retailers offering Caper Carts include Bristol Farms, Fairway Market, The Fresh Grocer, Geissler’s Supermarket, Kroger, McKeever’s Market & Eatery, Price Chopper, Schnucks and ShopRite in the U.S., as well as Aldi in Austria.
Gamified quests
Quests are interactive mini-games that customers can complete using a Caper Cart. This new feature encourages customers to earn rewards and credits while enhancing savings and product discovery among customers as they shop. Quests are customizable and designed in partnership with retailers and brands, appearing on the Caper Cart digital screen with lights and sounds to alert customers when they are available.
Quests could include experiences such as:
- Flash deals: Customers could participate in a “treasure hunt”-inspired shop, where they follow a map of the store and keep an eye out for flash deals as they shop.
- Rewards for repeat visits: Customers could earn credits, like $10 off their next visit, when they complete a “shopping streak,” such as three shops with a Caper Cart in one month.
- Credits for coupon clipping: By clipping a specific number of personalized digital coupons on a Caper Cart, customers could receive credits, which could be equivalent to $5 at the end of their shop.
Location-based coupons
With new location-based coupons, customers using Caper Carts will be alerted to nearby deals and discounts for relevant items as they shop each aisle of the store. Caper Carts offer indoor location capabilities that enable retailers and brands to know where customers are in the store as they shop. In the future, location-based coupons will be tailored to each customer, based on previously purchased items or what is in their Caper Cart.
For example, when a customer rolls into the bakery department, Caper Cart’s digital screen will surface a coupon for a dollar off a box of muffins and notify the customer with an alert. This builds on Instacart’s current coupon offering, where more than 40 percent of Caper Cart users clip coupons. Instacart has helped customers save more than $2 billion on Instacart orders with deals, discounts and membership benefits between April 2022 and 2023.
Aisle-aware advertising
Aisle-aware ads on Caper Carts can help CPG brands create a strong first impression when customers are shopping relevant aisles. For example, if a customer turns down the cereal aisle, they might see creative imagery featuring Cinnamon Toast Crunch on the screen, sponsored by General Mills. This pilot builds on in-store advertising capabilities that Instacart announced earlier this year with Good Food Holdings.
In the next stages of testing for rich formats on Caper Carts, brands will be able to showcase their rich creative based on customer location and the addition of complementary items to their cart. More than a dozen brands are piloting location-based ad formats at Schnucks, spotlighting products on Caper Cart’s digital screen based on where customers are in the store.
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