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Webinar Recap

Webinar Recap: September 2021

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Below is a summary of our webinar, Grow Your Brand on Instacart: Exploring Instacart Ads, with speakers Zach Garten, Strategy Director at Compass Marketing, and Bradley Haaland, Manager, Agency and API Partnerships at Instacart. Our webinar provided essential insights for brands about this exciting online grocery delivery platform.

What is Instacart? Instacart is a digital platform that allows customers to shop for their groceries online, either on their desktops or using their smartphones. Once a customer places an order, an Instacart shopper shops for and delivers the items to the customer. Instacart shoppers can communicate with customers and provide shopping updates using Instacart’s app. Instacart has partnered with more than 600 national, regional, and local retailers, including unique brand names, to deliver from nearly 55,000 stores across more than 5,500 cities in North America. Retail partners include Walmart, Kroger, Costco, Staples, and more.

Bradley opened the webinar by discussing how the pandemic has shifted consumer behavior to a preference for online shopping methods and how retailers have expanded online grocery shopping options. Prior to the pandemic, Bradley explained that based on third party market research, only 3% of grocery sales happened online with this number reaching a projected 20% in 2025. While these numbers happened quickly, Bradley explained that shopping for groceries online is not a trend and is here to stay.

How are consumers shopping on Instacart? Bradley provided data regarding the typical Instacart customer and the types of orders they place. Instacart customers tend to use the app to shop for weekly items or bulk stock-up orders, purchasing several items across various categories. Instacart customers are also making convenience and special occasion orders, such as when essential items are needed immediately or specific items are needed for a planned event.

When presenting products online, brands get into customer’s baskets and win conversions by displaying products in the first placements on the first page.

How do brands win in this competitive space? Bradley discussed the similarities between the in-store shopping experience and the online shopping experience. In store, brands aim to secure eye-level placements on the middle of the aisle or endcap. When presenting products online, brands get into customer’s baskets and win conversions by displaying products in the first placements on the first page. Since most searches are unbranded, it is imperative that brands secure one of the top three placements.

Instacart provides many solutions for brands to win these placements including Featured Products, Delivery Promotions, Coupons, and Hero Banners. A new product offering for brands is Email which can drive consumers to Featured Products or Delivery Promotions. These solutions capture customers at all stages of the consumer funnel, though Instacart is working on releasing additional upper-funnel strategies.

The Featured Product placement in Discovery is an excellent way for brands to capture new-to-brand consumers that are trying a product for the first time. Bradley explained that Instacart customers are unique because they often try new products and are looking for inspiration from promoted products, with up to 70% of “add to carts” in category searches consisting of consumers trying new products.

Featured Products “boost sales, protect and grow category share, and increase brand penetration” on Instacart.

Bradley emphasized how important a Featured Product is for brands on Instacart, even for repeat customers. This is how brands “get in front of as many customers as possible and in as many baskets as possible.” A Featured Product ad strategy across purchasing stages is imperative on Instacart. Featured Products “boost sales, protect and grow category share, and increase brand penetration” on Instacart. It is recommended that brands keep Featured Products as an “always on” advertising strategy on Instacart.

Additionally, Instacart presents brands with first-party data. This data provides rich, granular insights on product assortment, distribution, sales, category share, order volume, and unique customers. Brands can leverage this data to optimize their campaigns to achieve specific goals, such as sales growth, category share, consumer awareness, and product trials.

To wrap up the webinar, Zach Garten presented a case study of a Compass Marketing client who used Instacart Advertising solutions and experienced rapid success on the platform with a good Return on Ad Spend (RoAS) and a high CTR. Because of the success on Instacart, this client is increasing their ad spend on the platform.

Compass Marketing continues to help clients grow their brands and achieve their business goals on Instacart. If you have any questions about the content of this blog post or the webinar recording, please contact Compass Marketing by email at info@compassmarketinginc.net, or contact your Compass Marketing account manager.

Contributors

Kimberly Reach

Kimberly Reach

Kimberly is a copywriter at Compass Marketing. She helps brands build relationships with consumers across platforms with authentic copy and strategic recommendations.

SAM PACIELLO

Sam Paciello, Jr.

Sam is an art director and graphic designer at Compass Marketing. He helps brands tell their stories through persuasive and engaging design.

WE ARE HERE TO HELP

Compass Marketing can help you discover opportunities for your brand. Our account managers and eCommerce experts use a holistic approach based on data and insights to help guide brands to success. If you would like to learn more, please reach out to info@compassmarketinginc.net! We are always happy to help and would love to learn more about you and your brand.

ABOUT COMPASS MARKETING

We are dedicated to making brands more valuable by combining the very best in insights and experiences with unmatched human interaction. Our team of sales, marketing, and digital experts is dedicated to growing our clients’ market share and building brand equity. We combine art and science—pairing the personal expertise of our team with proprietary technology—to help brands grow quickly and efficiently. As an Amazon Ads partner, we can help brands realize significant growth on one of the world’s largest eCommerce retailers.

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POST TAGS: #COMPASSMARKETING, DIGITAL ADVERTISING, ECOMMERCE, INSTACART
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