hands handshake partnership Image credit pixabay/rawpixelsAscential the specialist information, analytics, and eCommerce optimisation company, and Instacart has announced a new comprehensive joint business partnership. Instacart is a grocery technology company in North America. The partnership will enable both Instacart and Ascential to better serve brands through early access to new Instacart advertising products and pilots, co-marketing, and educational and developmental initiatives.

Suzanne Skop, Director of Agency Partnerships at Instacart
Suzanne Skop, Director of Agency Partnerships at Instacart

Suzanne Skop, Director of Agency Partnerships at Instacart commented, “At Instacart, we are harnessing technology to deliver innovations in convenience, personalization, and engagement to our consumers and CPG brand partners,” said “Brands choose Instacart because we’ve built a platform with high-intent consumers, an unparalleled scale of retailers, and closed-looped measurement, all of which drives meaningful results for our CPG brand partners. Our partnership with Ascential will extend Instacart’s ad offerings to even more brands to provide them with the valuable insights, tools, and resources they need to win on Instacart.” 

Instacart currently partners with more than 900 national, regional and local retail brands to facilitate online shopping, delivery, and pickup services from more than 75,000 retail locations in North America. The company currently provides self-service and managed ad services for more than 5,500 CPG brands through Instacart Ads. Instacart is available to over 95% of households in the U.S. and Canada.

Patrick Miller, Co-President, Digital Commerce at Ascential and Co-Founder of Flywheel Digital commented, “Brands and retailers with the deepest, most recent insights into the digital performance of their products and services will gain an informed edge in the competitive eCommerce landscape of today. Through this partnership, Ascential will be able to help brand leaders on Instacart stay ahead of the curve when it comes to inspiring and engaging consumers throughout their shopping journey.”

What is the partnership?

As part of the partnership, Ascential and Instacart will be engaging in joint marketing initiatives. This includes value-added services to Ascential’s customers throughout Q4 2022. Ascential and Instacart recently held several co-hosted activations at Cannes Lions International Festival of Creativity 2022. These activities included a Marketplace confessions session and co-hosting the Cannes Celebration session.

Ascential’s customers will also receive early access to Instacart Ads pilot programmes, new features, and product capabilities. The companies will also initiate joint marketing and training sessions, indicating that there is some substance behind this parnership.

Joint Marketing and Training Activities

  • Ascential and Instacart will co-host joint webinars, case studies, and co-branded activations throughout Q4 2022.
  • Ascential team members will receive priority access to Instacart training and accreditation programs, allowing the company to be at the forefront of developing best-in-class commerce media and measurement solutions for their customers.
  • Ascential and Instacart leadership teams will work closely together by engaging in quarterly top-to-top meetings, QBRs, and office hours.

Enterprise Times: What this means for business.

This partnership is interesting because it is within the shopping cart that users often abandon their carts for a multitude of reasons. Possibly the complexity of the buying process or unexpected additional costs. Any information that could alleviate this problem is welcomed. So, a partnership between an analytics company, Ascential and Instacart is a sensible move.

The new partnership will enable both companies to better serve their brands through early access to new Instacart Ad products, joint marketing, education and development initiatives.

Online marketplaces sales will account for 59% of global eCommerce by 2027 says Ascential report



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