Instacart has announced that Sprouts Farmers Market is leveraging Carrot Ads – part of the Instacart Platform. Sprouts expect it to power its new retail media network. Sprouts are one of the fastest-growing speciality retailers in the country.
Carrot Ads supports retailers like Sprouts to establish and grow their retail media networks on owned and operated websites and apps.
Brands can combine Instacart’s advertising solutions with Sprouts approach to grocery shopping to drive measurable growth for their businesses. In addition, it allows brands to increase the reach of their Instacart Ads campaigns to include the Sprouts eCommerce experience. Brand partners can also target specific ad campaigns to consumers solely on the Sprouts’ eCommerce experience leveraging Instacart Ads technology.
Nick Konat, President and Chief Operating Officer of Sprouts Farmers Market, said, “At Sprouts, we are committed to serving our health-enthusiast customers. We are excited to offer new ways to connect them with our innovative and distinctive brand partners. By leveraging Instacart’s ad technology, we are enabling this connection. Giving our brand partners even more ways to grow with us and our customers.”
Providing grocers with technology
“We’re committed to providing all grocers with the technology they need to serve their customers better. No matter how they choose to shop,” said Chris Rogers, Chief Business Officer at Instacart.
“We are proud to deepen our partnership with Sprouts and bring their vision for a new retail media network to life. We are seeing so much growth in the retail media space. These networks provide a huge opportunity for retailers to open new revenue streams, enhance the customer experience, and increase loyalty.
“Today’s news is also a game-changer for the thousands of brand partners already advertising via Instacart. They can leverage the best of Instacart Ads to develop targeted Sprouts campaigns to drive meaningful growth for their business. Furthermore, they can stay ahead in today’s dynamic retail landscape.”
Giving brands a new opportunity
Enabling ad targeting on retailers owned and operated sites improves marketing ROI. Advertisers can target and optimise dedicated online campaigns specifically on the Sprouts eCommerce experience. Brand partners will also have access to metrics – attributed sales and return on ad spend (ROAS), from their Sprouts campaigns. The company says this will equip them with an overall view of campaign performance.
Maximising reach and exposure seamlessly. Brand partners are running Instacart Ad campaigns across more than 1,100 retail banners. With the announcement, brands automatically benefit by increasing the reach of their Instacart Ads campaigns to include Sprouts ecommerce experience. It maximises exposure and engages audiences shopping for their products. Instacart simplifies the operational complexity of managing campaigns across multiple Carrot Ads retailers by using existing creative, targeting, and measurement tools.
It is also unlocking new opportunities for emerging brands. Sprouts is known for carrying innovative and better-for-you products and for stocking its shelves with emerging brands. With Carrot Ads, emerging brands can invest in the consumers shopping Sprouts. This can help grow awareness and inspire trials as they browse online.
Sprouts and Instacart have partnered since 2018, when they launched same-day delivery across the Instacart App. The companies have since launched curbside pickup at nearly all stores, EBT SNAP payments, virtual convenience and alcohol delivery and pickup in select states. Both the Sprouts website – shop.sprouts.com – and the app are powered by the Instacart platform.
Enterprise Times: What this means for business
All the analyst reports suggest consumers are increasingly shopping online for groceries. Competition in the grocery sector is incredibly tough, and the margins are notoriously low. As a result, brands must use every possible tactic to get brand visibility. Online advertising plays a vital role in raising that visibility.
Online ad campaigns can seamlessly extend various channels, allowing brands to reach a broader audience and increase their visibility. Managing multiple campaigns across a variety of channels, websites, and social media then becomes more challenging and time-consuming.
It explains why companies like Sprouts are attracted to launch a new retail media network supported by Instacart’s Carrot Ads Solution. These platforms are designed to be easier and less complex as brands scale. Brands can seamlessly advertise online across both Sprouts and Instacart.
