Instacart Enterprise Aims to Beam Up Heinen’s Online Experience

In response to the increasingly competitive online grocery marketplace, Heinen’s Fine Foods has partnered with Instacart Enterprise to launch a new “white-label” website that will bring a variety of new customer features, as well as end-to-end pickup and delivery to customers from all of the Cleveland-based Heinen’s store locations across Ohio and Illinois. 

“Heinen’s has always been committed to providing an outstanding customer experience,” said Jeff Heinen, co-CEO of Heinen’s, in a statement. “We are dedicated to ensuring we continue to serve our customers in the way that is best for them and in an ever-changing industry, we know that comprehensive e-commerce is more important than ever.”

Together, Heinen’s and Instacart have launched the new Heinens.com website for customers, built and powered by Instacart Enterprise. Whether Heinen’s customers opt to shop for their groceries online or in-store, they can turn to the grocer’s new digital shopping experience to get inspiration from online recipes, browse e-circular sales and coupons and build shopping lists. 

“At Instacart, our goal is to lift brick-and-mortar retailers and connect them to their customers online. We’re proud of our new enterprise partnership with Heinen’s and the online customer experience we’ve brought to life to complement their existing retail footprint,” said Andrew Nodes, VP of retail for Instacart, in a statement.

Instacart’s engineering team worked with Heinen’s to develop a customized integration that brings the grocer’s loyalty club program and benefits to life online for customers. Through the new site and for the first time, customers can also now sign up for an Instacart Express membership with the click of a button directly on the Heinen’s website.

 “We’re pleased to deepen our partnership with Instacart to bring our stores to life online in an improved way through Instacart Enterprise,” Heinen said. “From loyalty integration to pickup and delivery, we’re providing customers with a digital solution that fits all of their shopping needs—whether they choose to get their groceries online or in-store.” 

San Francisco-based Instacart first began offering enterprise technology to its retail partners in 2017, and has since expanded this service with the acquisition of Toronto-based digital e-commerce provider Unata in 2018. Instacart Enterprise today powers the turnkey and what it calls “white-label” e-commerce platforms for more than 175 retailers across North America, including Wegmans, The Fresh Market, Food Lion, Costco Canada and more.

Instacart says its Enterprise product suite includes a lightweight and quickly deployable branded web and mobile platform solution, allowing grocers to launch a customized online storefront for customers, supported by Instacart’s fulfillment engine. Centered on the retailer’s brand, Instacart’s enterprise-grade service elevates the relationship between grocery partners and their customers by creating a unique and transactable digital experience from browsing to checkout, explains the company.