The article discusses the partnership between Instacart and Caper Carts in Good Food Holdings banner stores, where Instacart will begin serving ads on the AI-powered smart carts. Launch partners for these advertisements include Del Monte Foods, Dreyer’s Grand Ice Cream, and General Mills. This move by Instacart presents a strategic avenue to engage with high-value customers at a critical point in the shopping journey, increasing the likelihood of sales and return on investment.
New features for customers using Caper Carts include ads for new products and brands, offering special offers and seasonal promotions right on the trolley’s home screen, as well as personalized product recommendations based on the customer’s shopping activity. This means that customers may see ads and recommendations based on what is in their cart or how they are browsing.
During the initial phase of the pilot scheme, ads will exclusively appear on carts at Good Food Holdings’ Bristol Farms stores in Southern California, with plans to include additional retailers in the upcoming months. The goal is to deploy thousands of Caper Carts by the end of 2024.
Incentives for participating retailers include a revenue-sharing model and the opportunity for enhanced in-store customer engagement. Neil Stern, Chief Executive Officer of Good Food Holdings, expressed excitement about providing customers with a more personalized experience while also unlocking a new incremental revenue stream and offering valuable suggestions and promotions from brand partners.
Readers interested in more detailed information are encouraged to refer to Instacart’s full announcement.
The author of the article, Nicola Agius, is the Paid Media Editor of Search Engine Land and has over 15 years of experience in journalism. She joined Search Engine Land in 2023 and covers paid search, paid social, retail media, and more. Prior to this role, she held positions at various publications and also co-authored the Amazon bestselling book Mastering In-House SEO with a SEO agency.
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