New ad formats help brands reach in-store shoppersGeneral Mills and PepsiCo have tested ads on Caper Carts. Grocers including Kroger, ShopRite, Bristol Farms, and Schnucks are using the Caper Carts.
“By testing tailored advertising on Instacart’s smart Caper Carts, we can connect directly with consumers the moment they turn down an aisle, highlighting products and offers that resonate with their specific shopping preferences,” said Mike Glaser, PepsiCo’s VP of commerce, in a statement.
More ads in stores
One of the ad formats is a mini-game called Quests that unlocks rewards and credits for products when shoppers complete them. Quests are custom ad formats that Instacart is selling to retailers and brands. In one example, following and completing a treasure map of the store from the cart’s screen could trigger a flash deal to appear for a product that a shopper hasn’t previously purchased. Shoppers can also earn a coupon for using Caper Carts each time they shop.
The other two ad formats are location-based inside stores.
A coupon format lets advertisers promote coupons that use Caper Cart’s indoor mapping technology, based on what products someone typically buys. For example, a shopper who buys bananas every week could see an offer for fruit as the cart moves into the produce section. According to Instacart, more than 40% of shoppers who use Caper Carts use such coupons when shopping.
Instacart is also selling a more creative, rich media ad format that is location-aware. The ad format uses a brand’s creative to alert people when they are nearby to a product. For example, turning the carts down the coffee aisle could trigger an ad for a coffee brand to appear on the cart’s screens.
