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Instacart is Another Ad Channel

September 1, 2021

A recent Wall Street Journal article explains that as COVID-19 worries fade, delivery services like Instacart, with revenues declining from the 2020 ‘stay-at-home’ peak, are turning to ad sales to boost revenue.

So when you visit Instacart’s website you’ll be served ads from various food brands seeking your attention.  Which is competing with ad dollars which could be spent directly with the grocery retailers like Kroger, that Instacart’s workers are using to fill orders.   And also competing for ad dollars with Amazon and Google.

Why does this matter?

It just shows that the number of paths to purchase; the way consumers can research and buy, are exploding.  Brands, retailers and marketers need to understand this increasingly fractured omnichannel retail environment, and where they should place their bets, to accomplish their business objectives.  

For help understanding all this and planning where and how to engage with your customer’s fragmented attention; give us a shout!

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You might also like:

  1. The 5 Stages of Growing a Food and Beverage Business
  2. Why ‘Omni-channel’ in Retailing is Here to Stay
  3. The New Role for Stores in an Omni-Channel Era
  4. Retailers Own Two Assets: Consumer Mind-Share and Shelf Space

Filed Under: Marketing Insights, News/BlogNext: Retailers Own Two Assets: Consumer Mind-Share and Shelf SpacePrevious: What Types of Retail We’ll Want Post-Covid

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Lionel Binnie, Founder, M Source Ideas

Over two decades spent solving hard, B2B marketing problems in the food services and consumer products space.

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foodservice go to market strategy for maury's hive tea

This innovative company developed a proprietary concept that incorporates honey crystals right in the bag along with high-quality, black or green, whole leaf teas.  MSource assisted with Maury’s branding as well as their go-to-market strategy for both foodservice (college and university) and grocery retail. We also helped them with their trade show and conference strategy, B2B […]

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