Instacart is ready to start running ads on Caper Carts at Good Food Holdings banner stores.
Customers using AI Smart Carts will soon be greeted with ads on the cart’s home screen, with launch partners including Del Monte Foods, Dreyer’s Grand Ice Cream and General Mills.
Why we care Instacart’s latest advertising solution presents a strategic way to engage with high-value customers at a key point in the shopping journey, increasing the likelihood of sales and ROI.
New features. Customers using Casper Carts will soon experience two new features:
New product and brand announcements: This means you’ll find special offers and seasonal promotions right when you start shopping on the Caper Cart home screen. For example, you might see a fun banner featuring General Mills’ limited-edition Chocolate Strawberry Cheerios for Valentine’s Day.
Personalized product recommendations: These ads will be shown based on what the customer is doing during checkout, such as what’s in their cart or how they’re browsing (see image below). For example, if a customer adds ice cream cones, they might get a suggestion for a matching item, such as Dreyer’s ice cream.
Store locations. During the initial phase of the pilot program, the ads will appear exclusively in the carts of Good Food Holdings’ Bristol Farms stores in Southern California. However, Instacart has assured the inclusion of additional retailers in the coming months. The ambitious plan aims to deploy thousands of Caper Carts by the end of 2024.
Incentives for participating retailers. Instacart aims to incentivize stores to display ads on Caper Carts by offering a revenue sharing model and the opportunity to improve customer engagement in store.
What Instacart says. Neil Stern, CEO of Good Food Holdings, said in a statement:
“Since we implemented Caper Carts last year, we’ve been incredibly excited to provide our customers with a greater personalized experience while driving value while they shop.” “By introducing ads to Caper Carts, we will soon be able to unlock a new incremental revenue stream while providing customers with valuable suggestions and promotions from our brand partners.”
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About the author
Nicola Agius is Search Engine Land’s paid media editor after joining in 2023. She covers paid search, paid social, retail networks and more. Prior to that, she was Director of SEO at Jungle Creations (2020-2023), overseeing the company’s editorial strategy for various websites. He has more than 15 years of experience in journalism and previously worked at OK! Magazine (2010-2014), Mail Online (2014-2015), Mirror (2015-2017), Digital Spy (2017-2018) and The Sun (2018-2020). He has also partnered with SEO agency Blue Array to co-author the Amazon best-selling book Mastering In-House SEO.
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