Beginning this month, Instacart’s more than 7,000 brand partners will have access to in-store advertising on Caper Carts, its AI-powered smart carts, with no additional work required.
Caper Cart ads are inventory- and aisle-aware, which means that ad campaigns will extend only to carts when shoppers are in relevant aisles and where items are in stock.
“We’ve built Instacart Ads to drive results for brands on our platform and have proven that this also drives incremental in-store sales,” said Instacart’s VP of Ads Product Ali Miller.
“Brands face the complexity of navigating hundreds of retail media networks, and we want to make that easier. Now, they can create one campaign with Instacart to drive engagement and reach at scale across the Instacart Ads ecosystem.”
Today’s consumers rarely use just one channel to find and buy products. The Instacart Ads ecosystem enables brands to connect with them through omnichannel campaigns.
Customers browsing the Instacart Marketplace can see the ad online, while in-store customers can see it on the digital screen of the Caper Cart.
On average, customers spend more than 30 minutes shopping in-store. For advertisers, it is an opportunity to influence a consumer’s purchasing decisions in real-time in the aisles of a grocery store.
Caper Carts are available at grocery stores across more than 60 cities in the US, including Aldi, Kroger, Schnucks and Wakefern, as well as many regional and local independent grocers.
The news follows a Caper Cart ads pilot earlier this year, during which more than 50 CPGs, from category leaders such as Mondelēz to challenger brands including Diana’s Bananas, Kettle & Fire and Talking Rain Beverage Co., tested the capability.
Instacart brand partners can expect additional Instacart Ads formats to extend to Caper Carts in the coming months.
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