Retail Media

Instacart

"Facilitates online grocery shopping with personalized ads."

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Updated 2 weeks ago

This platform allows customers to shop for groceries online with ease. It also enables personalized advertising to better target user preferences, improving both shopping experience and ad effectiveness. Users can create lists, compare prices, and schedule deliveries. The service employs delivery professionals to ensure groceries arrive fresh. Additionally, it uses data analytics to optimize ad targeting for various consumer segments.

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Instacart Stated Claims

These are public claims Blurbs AI believes to have been made by Instacart.

Largest online grocery marketplace

Instacart claims that they are the largest online grocery marketplace in North America with access to 1 billion products.

Widest store coverage available

Instacart claims that they serve 14,000 cities and partner with 80,000 stores across U.S. and Canada.

Personal shopper communication feature

Instacart claims that customers can chat with personal shoppers for choosing replacements and tracking orders.

CPG ADVERTISING

HIGH INTENT ADS

SPONSORED BRANDS

RETAIL ADVERTISING

TARGETED ADS

SHOPTALK SPRING '25

BlurbSTAR Case Study

Reckitt & Instacart

Reckitt gets 16.5% sales boost using Instacart Ads.

16.5%

Incremental Sales Lift Achieved

positive

Return on Ad Spend

Situation

Testing Incremental Sales with Ads

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Reckitt partners with Instacart for a study.

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Difference in sales studied between two groups.

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Aim: To measure ad-driven sales uplift.

In Q3-Q4 2022, Reckitt, the company behind renowned brands such as Lysol and Mucinex, partnered with Instacart to assess the incremental sales impact of their sponsored product ads. Their objective was to quantify how these ads contributed to sales uplift by comparing the purchases of two distinct test groups - one exposed to the ads and another that was not. Instacart, a leading grocery technology platform, facilitated this rigorous study leveraging their sophisticated sales lift testing methodology. This initiative was part of Reckitt's broader strategy to ensure that their marketing investments are efficient and pay off by providing measurable returns.

Task

Proving Ad Effectiveness

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Reckitt tests the ad's effectiveness.

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Aim: Validate ad-driven sales increase.

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Supports future marketing budget decisions.

Reckitt intended to validate the effectiveness of Instacart Ads in driving sales incrementality. This goal was based on the need to tangibly prove that the use of Instacart's advertising platform could lead to increased sales. Through this task, Reckitt could gather proof of performance and gain insights to aid in their budget allocation and overall strategic planning. The purpose was to substantiate marketing efforts to stakeholders with concrete results and ensure that future advertising investments continued to generate positive returns (ROAS). A positive ROAS would indicate that ad expenses would yield greater revenue, thus proving the efficiency of their marketing budget.

Action

Implementing Sales Lift Study

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Instacart conducts a detailed analysis.

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Collaborated closely with Reckitt.

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Provided insights not offered elsewhere.

Instacart executed a comprehensive sales lift study for Reckitt, where the analytics team meticulously designed and implemented a methodology to measure the true incremental sales impact of Reckitt's sponsored ads. Multiple iterative data analysis sessions were conducted to ensure that the results were scientifically sound and reliable. Throughout the study, Instacart worked closely with Reckitt, offering insights, addressing queries, and fine-tuning the process based on collaborative feedback. This methodology, according to Reckitt's eCommerce Key Account Manager, Kalina Kozak, provided new insights that are unique and not typically available through other platforms.

Result

Achieving 16.5% Sales Lift

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Achieved a 16.5% sales increase.

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Proved positive incremental return on ad spend.

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Solidified ad strategy effectiveness.

The study concluded with a significant finding: Reckitt achieved a remarkable 16.5% incremental sales lift from Instacart Ads. The results translated into a positive incremental return on ad spend (ROAS), offering tangible proof that their marketing strategies were effective. This achievement reassured Reckitt that they were directing their advertising investments appropriately. Such significant outcomes provide a solid proof point for Reckitt's leadership about the effectiveness of Instacart Ads, aiding in strategic decision-making related to future budget allocation. Furthermore, the collaboration provided Reckitt with confidence in their investments and partnerships with Instacart, ensuring the continued use of the platform for advertising purposes.

Keywords

SALES LIFT

INSTACART ADS

RECKITT

INCREMENTAL SALES

RETURN ON AD SPEND

ADVERTISING EFFECTIVENESS