Utah-based Associated Food Stores (AFS) is bringing Instacart’s white-label e-commerce solutions Storefront and Storefront Pro to its owned and operated banners, including Fresh Market, Lin’s and Macey’s, and independent member stores, including Broulim’s, Davis Food & Drug, Kent’s and Lee’s, providing them with e-commerce and retail media capabilities
“We’re excited to partner with AFS to bring our white-label e-commerce solutions and retail media monetization to their owned and operated stores and independent retail banners,” said Nick Nickitas, general manager of independent grocery and mid-market retail partnerships at Instacart.
“AFS has always championed innovation for local grocers, and together we’re scaling their digital transformation. With Instacart, AFS retailers are providing a seamless, connected shopping experience for their guests in-store and online, while maximizing retail media contribution to enhance profitable growth.”
AFS’ VP of Marketing Jason Sokol said, “Partnering with Instacart gives our local, independent retailers the ability to offer their shoppers a world-class online shopping platform – one that meets or exceeds what other regional or national grocers are doing today.
“With Storefront Pro, retailers have access to Carrot Ads, which fuels new opportunities for retail media growth while providing guests with a simple, reliable way to shop their favorite local stores online.”
As a Retailer Owned Food Distributors & Associates (ROFDA) member, AFS is also leveraging Carrot Ads as its retail media network, providing in-store and online retail media revenue opportunities for owned and operated and member retailers using Storefront Pro and Caper Carts, Instacart’s AI-powered smart cart.
The partnership builds on member retailers’ partnership with Instacart to bring the company’s enterprise-grade suite of technology to deliver a unified, personalized experience to their customers in-store and online:
- Davis Food & Drug introduced Caper Carts to all stores in 2024 in addition to Carrot Tags, Instacart’s electronic shelf label software.
- Stewart’s Marketplace debuted Caper Carts in 2024, along with Carrot Tags earlier this year.
- Soelberg’s Market also launched Caper Carts in 2024. This year, the company has expanded its e-commerce presence, joining the Instacart App and powering its owned and operated website with Instacart’s white-label e-commerce solution, Storefront Pro.
Retailers enabling Storefront Pro will also unlock retail media capabilities by giving them access to Instacart Carrot Ads, allowing them to monetize their digital and physical footprints through a unified retail media network.
AFS member retailers join more than 350 Storefront and Storefront Pro customers, along with hundreds of catering storefronts too, powered by Foodstorm.
“Instacart’s Storefront Pro has allowed us to go online quickly and confidently with a best-in-class e-commerce solution that delivers strong growth and revenue opportunities,” said CJ Davis, president of Davis Food & Drug.
“With Instacart’s premium white-label e-commerce solution, we saw a 24 percent increase in sales and our monthly retail media revenue grew by 2-3x with Instacart’s retail media solution Carrot Ads.”
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