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Instacart’s AI-powered smart carts, Caper Carts, will allow CPG brands the opportunity to advertise on an interactive screen. The initiative is currently being piloted at Good Food Holdings banner stores. Ads will be designed to introduce shoppers to new brands and items, as well as provide customized recommendations and seasonal promotions. Launch partners include widely recognized brands such as Del Monte and General Mills. An exciting component of the shopping experience will include personalized product suggestions in real-time depending on what the customer has added to the cart.
“Today’s announcement expands on the success of our advertising solutions and smart carts to power a more inspirational, connected in-store shopping experience for customers. We’re proud to bring these solutions in-store for the first time for our CPG brand partners while simultaneously offering new revenue opportunities for our retail partners,” says Fidji Simo, CEO and Chair of Instacart.
“With the introduction of ads on Caper Carts, we’ll soon be able to unlock a new, incremental revenue stream while offering customers valuable suggestions and promotions from our brand partners,” adds Neil Stern, Chief Executive Officer of Good Food Holdings.
Instacart acquired New York-based Caper in 2021, folding it into its Connected Stores suite of technologies. The smart cart has been welcomed by customers, earning a 70+ NPS. An additional perk of the experience is the ability for shoppers to link their customer loyalty program accounts to the carts, creating an enhanced user experience.
“We’re proud to continue our partnership with Instacart by being one of the first brands to showcase our products on Instacart’s AI-powered smart carts. We’re committed to showing up where our consumers are, no matter how they choose to shop. We’re excited to innovate alongside Instacart to help consumers discover and rediscover all their favorite General Mills products as they browse the grocery aisles and shop in-store,” says Raquel Navarrksi, Customer Vice President, General Mills.
By the end of 2024, Instacart plans to have produced thousands of Caper Carts for in-store shoppers. Current retailers and those soon to offer customers Caper Carts include Bristol Farms, Fairway Market, Geissler’s, ShopRite, and Sobeys.
Check out this video, Introducing Ads on Caper Carts: https://www.youtube.com/watch?v=cf0jJjl-_JI
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