Thrive Market connects brands to members with Instacart
A membership-based online specialty grocer is teaming with a grocery technology company to deliver personalized brand promotions to customers.
Thrive Market, which carries a curated assortment of organic, non-genetically modified and health-focused products, is launching a new retail media network in partnership with Instacart.
Having grown to more than 1.5 million members, Thrive Market is leveraging the Instacart Carrot Ads solution to enable its brand partners to target specific campaigns to consumers shopping on its website with a simplified purchase process for relevant products which are surfaced.
Brands will have access to self-service tools to set up, manage and monitor their campaigns, as well as optimized bidding options to drive specific business goals like acquisition and sales. Advertisers will also have access to metrics including attributed sales and return on ad spend (ROAS).
"Thrive Market’s personalized experience makes healthy living more accessible," said April Lane, Thrive Market chief merchandising officer. "This partnership redefines how our members can find products that fit their family’s needs, reducing the cognitive load and making shopping easier with Instacart’s Carrot Ads solution."
Brands will be able to run campaigns leveraging Instacart’s sponsored product and display advertising solutions on Thrive Market’s website and app. Sponsored product ads are available throughout the shopping experience, and display ads run while consumers are actively building their baskets.
Carrot Ads capabilities on Thrive Market will be available to brands in the coming months.
[READ MORE: Northeast Grocery supports ad targeting, e-commerce with Instacart]
"Retail media has emerged as one of the ad industry’s fastest growing media channels because of its performance for advertisers and personalization for consumers," said Instacart chief business officer Chris Rogers. "We’re proud to extend our ad technology to Thrive Market and bring their vision for a retail media network to life with Carrot Ads. Our new partnership will offer brands of all sizes a powerful, scaled ad platform to connect directly with Thrive Market’s engaged audience."
Thrive Market Inc. was founded in 2014 an online, membership-based market and carries a hyper-curated assortment with 90-plus filters and values, allowing you to shop by diet and lifestyle.
Based in San Francisco, Instacart partners with more than 1,500 national, regional, and local retail banners to facilitate online shopping, delivery and pickup services from more than 85,000 stores across North America.
