Savings go seamless with Instacart’s new CPG solution

Now that its service has gained traction with retailers, on-demand delivery provider Instacart has created a new promotional platform for brands to connect with shoppers.

Instacart Deals is the name of the new platform that has launched with some of the biggest names in the world of consumer packaged goods. Companies such as Unilever, Coca-Cola, General Mills, Pepsico, Campbell’s, SC Johnson and Applegate brands are using the new Deals platform to offer promotional incentives directly to shoppers. When shoppers visit the Instacart homepage to choose groceries from a local retailer to be delivered by an Instacart shopper they can also navigate to Once there, they can add discounted products to their basket and virtual coupons are immediately applied.

"This streamlined platform adds flexibility, efficiency, and effectiveness for both our brand partners and our consumers when it comes to discount offers,” said Dan Bourgault, Instacart’s head of brand partnerships. “This new innovation in the CPG space is just one more way that Instacart is changing the on-demand grocery industry to meet customer needs on their terms."

The value proposition for brands, according to Instacart, is they are able to maximize their marketing dollars because they are only paying for redemptions as opposed to paying for distribution and guessing on potential redemption rates. The experience is streamlined for consumers too because they are given access to easy to shop, one-click deals as opposed to clipping coupons and visiting stores to find the exact promotion.

"We are excited to be partnering with Instacart and launching this effort that will save customers time and money in a simple and effective way," said Doug Straton, VP, digital e-commerce for Unilever. "This new platform revolutionizes the coupon space by allowing shoppers to browse for deals and offers on Unilever brands such as Dove, Lipton, and Ben & Jerry's items every day across Instacart's broad retailer network, and see the savings immediately at checkout. Importantly, it should prove to be extremely efficient in targeting the right shoppers for those offers."

Instacart was founded in San Francisco in 2012 and functions as a platform to connect people who want to order groceries online with personal shoppers who hand pick items at customers' local, favorite stores for home delivery. The service is now available in 18 markets and retail partners include national chains such as Whole Foods Market, Costco and Petco and regional players such as Marsh Supermarkets, Georgetown Market and Plum Market.