New Instacart program enables bespoke loyalty signup

Instacart on Monday announced the release of new tools to help grocers create marketing campaigns and loyalty programs that customers join directly through the delivery platform's mobile app.  

Instacart Marketing Solutions will enable grocers to create custom promotions such as buy-one-get-one-free deals and discounts on select items. The company noted that dozens of grocers—including Bristol Farms, New Seasons Market and The Save Mart Companies—already are using Instacart Marketing Solutions, and The Fresh Market will soon be among the first to allow its customers to sign up for its loyalty program directly through the Instacart app. 

"We know affordability is top of mind for consumers across the country right now. It's also top of mind for our retail partners, who are looking for more ways to help their customers save when accessing the groceries and goods they need," said Chris Rogers, chief business officer at Instacart, in a statement. "With the launch of Instacart Marketing Solutions and our expanded loyalty programs, we're developing new technology tools that empower retailers of all sizes to create strategic digital campaigns and unique loyalty programs that engage their customers, grow their business and, ultimately, help customers find more savings at checkout." 

Instacart said that the pilot of the program is showing strong returns on investment for retailers who are experiencing a nearly 70% increase in first-time customers. 

The three tiers of service offered to grocers includes:  

Self-Serve, which enables grocers to create and launch their own marketing campaign through the Instacart app or online portal. "In the coming weeks, retailers will have access to additional campaign types to help them win back lapsed customers, promote specific categories or basket sizes and incentivize loyalty linkage—all designed to drive value and orders,” the company said.  

Campaign Management, which entails a more-sophisticated marketing campaign across multiple channels. This option includes a dedicated Instacart marketing team that will work to create and deploy campaigns for clients. 

Strategic Partnership, which offers configurable and custom marketing campaigns such as video shoots, influencer programs and advertising strategies, among others. “In partnership with a dedicated Instacart marketing team, retailers can achieve more nuanced goals to gain a competitive advantage and drive more orders to their Instacart Platform-powered e-commerce websites and apps,” the company said.