Instacart has recently introduced innovative advertising solutions designed to enhance consumer exploration and brand engagement on its platform. These new tools take advertising beyond the traditional in-aisle displays seen in grocery stores, such as pairing crackers with cheese or salsa with tortilla chips. With these advancements, Instacart aims to replicate that intuitive shopping experience in the digital realm, offering brands greater flexibility to provide immersive experiences that resonate with consumers.
The newly launched merchandising suite includes three key components: Recipes, Occasions, and Bundles. Recipes feature visual ad units that inspire shoppers with meal ideas, allowing brands to showcase relevant products—imagine a chicken pot pie recipe popping up while purchasing chicken. Occasions offer curated collections designed around specific themes, like items for a summer barbecue. Bundles enable quick basket building by strategically pairing related items, such as laundry detergent and fabric softener.
These “out-of-aisle” placements significantly enhance how brands reach consumers, facilitating greater brand discovery and conversion opportunities. By pairing products across various categories, companies can create a tailored shopping experience that encourages experimentation and new routines. For example, a consumer searching for spinach might receive a spinach lasagna recipe, prompting them to add all necessary ingredients to their cart effortlessly.
Selected CPG brands, including Mondelez and The J.M. Smucker Co., have already seen promising results from piloting these new features. Furthermore, Instacart’s existing solutions, such as sponsored product ads and display units, continue to support brands in their marketing efforts.
As Ali Miller, VP of advertising product at Instacart, stated, “We want consumers to explore new products, find recipe inspiration, and engage with their favorite brands.” With over 1,500 retail partnerships and access to a vast network of stores, Instacart is positioned to reshape the grocery shopping experience, making it more engaging for consumers while creating valuable opportunities for brands.
