Fareway, the Iowa-based grocer with more than 140 Midwest stores, has partnered with Instacart to launch an updated e-commerce experience powered by Storefront Pro, its enterprise commerce platform.
Fareway orders are now available for pickup through the Instacart Marketplace with no markups, and customers can shop at Shop.Fareway.com or through the Instacart app.
The partnership gives Fareway access to Instacart’s full enterprise platform, including AI-powered search and merchandising, integrated pickup and delivery fulfillment, and retail media capabilities through Carrot Ads, Instacart’s retail media solution.
What the platform delivers
Storefront Pro unifies Fareway’s web, app and in-store experiences while keeping the retailer in control of its brand and customer relationships. Fareway joins more than 310 grocers and commerce platforms using Carrot Ads to power retail media programs, and more than 2,200 retail banners on the Instacart Marketplace overall.
Ryan Hamburger, VP of commercial partnerships at Instacart, said the no-markup commitment is central to the value proposition for Fareway’s customer base.
“We’re proud to support a trusted, community-first retailer like Fareway as they enter their next chapter of digital growth. With their adoption of our enterprise commerce platform and commitment to no-markup pricing, Fareway is not only strengthening their digital competitiveness, but also accelerating online sales growth and customer loyalty,” Hamburger said.
Fareway’s digital expansion
The updated storefront carries thousands of Fareway products including fresh meat, produce, pantry staples and household essentials for pickup. Mike McCormick, chief retail officer at Fareway, said the partnership extends the grocer’s in-store reputation into digital channels.
“We are excited to reach new customers already shopping on Instacart by joining the Instacart Marketplace and to offer more convenience to our existing customers with the launch of our updated Shop.Fareway.com experience,” McCormick said. “This partnership allows us to deliver the same great Fareway service and value our customers expect in store, now with an improved online experience.”
Instacart’s Storefront technology powers e-commerce sites for more than 380 grocers nationwide.
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