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Instacart powers Sprouts retail media network
- May 15, 2023
- Steve Rogerson
Sprouts Farmers Market, one of the fastest-growing specialty retailers in the USA, is leveraging Carrot Ads –part of Instacart’s platform – to power its retail media network.
Instacart, the California-based grocery technology company, said Carrot Ads was helping retailers such as Sprouts establish and grow their retail media networks on their owned and operated web sites and apps.
Brands can now combine Instacart’s advertising offering with Sprouts’ healthy approach to grocery shopping to drive growth for their businesses. In addition to allowing brands to increase the reach of their Instacart Ads campaigns to include the Sprouts ecommerce experience, for the first time brand partners can target specific ad campaigns to consumers solely on the Sprouts’ ecommerce experience leveraging Instacart Ads technology.
Califia Farms, General Mills, Primal Kitchen and Siete Family Foods are using Carrot Ads to reach and connect in various ways with consumers shopping Sprouts’ ecommerce experience.
“At Sprouts, we are committed to serving our health-enthusiast customers, and are excited to offer new ways to connect them with our innovative and distinctive brand partners,” said Nick Konat, president of Sprouts Farmers Market. “By leveraging Instacart’s ad technology, we are enabling this connection, and giving our brand partners even more ways to grow with us and our customers.”
Chris Rogers, chief business officer at Instacart, added: “We’re committed to providing all grocers with the technology they need to serve their customers better, no matter how they choose to shop. We are proud to deepen our partnership with Sprouts and bring their vision for a new retail media network to life. We’re seeing so much growth in the retail media space, as these networks provide a huge opportunity for retailers to open new revenue streams, enhance the customer experience and increase loyalty. “
Advertisers can target and optimise dedicated online campaigns specifically on the Sprouts ecommerce experience, powered by Carrot Ads. Brand partners will also have access to metrics, such as attributed sales and return on ad spend from their Sprouts campaigns, equipping them with an overall view of campaign performance.
Brands are running Instacart Ad campaigns across more than 1100 retail banners. With this announcement, brands automatically benefit by increasing the reach of their Instacart Ads campaigns to include Sprouts ecommerce experience. Instacart simplifies the operational complexity of managing campaigns across multiple Carrot Ads retailers by using existing creative, targeting and measurement tools.
“We’re thrilled to continue partnering with Instacart and Sprouts because we recognise that many people seeking delicious, dairy-free products are turning to both online platforms,” said Halee Patel Newton, vice president at Califia Farms. “Thanks to Carrot Ads, our online ad campaigns can seamlessly extend across both sites, which allows us to reach a broader audience and increase our brand’s visibility. This approach makes managing multiple campaigns easier and less complex as we scale.”
Sprouts and Instacart have partnered since 2018 when they launched same-day delivery across the Instacart app. The companies have since launched kerbside pickup at nearly all stores, EBT Snap payments, virtual convenience, and alcohol delivery and pickup in select states. The Sprouts web site and app are powered by Instacart’s platform, which brings together technologies to help retailers improve the consumer experience online or in-store and digitise the end-to-end grocery operation.
Carrot Ads is part of the Instacart platform that makes the Instacart Ads technologies available on retailer’s own web sites.
Headquartered in Phoenix, and one of the largest and fastest growing specialty retailers of fresh, natural and organic food in the USA, Sprouts employs approximately 31,000 people and operates more than 380 stores in 23 states nationwide.