Instacart Expands Caper Cart's Features
Instacart has launched three new Caper Cart capabilities to build on the AI-powered smart cart’s capabilities, allowing retailers to engage with customers as they shop in-store.
The new features — gamified quests, location-based coupons, and aisle-aware advertising formats — are rolling out to retailers including Schnucks and Wakefern Food Corp.
"Caper Carts are ushering in a new era at the grocery store – making shopping more delightful while delivering a seamless experience for customers, retailers, and brands,” said David McIntosh, chief connected stores officer at Instacart. “Over the last six months, we've nearly quadrupled our Caper Cart footprint and plan to reach thousands of carts live in stores in the coming months."
Gamified quests are interactive mini-games that customers can complete using a Caper Cart. This new feature encourages customers to earn rewards and credits while enhancing savings and product discovery among customers as they shop. Quests are customizable and designed in partnership with retailers and brands, giving them the flexibility to reimagine shopping experiences that meet the needs of their customers. Quests will appear on the Caper Cart digital screen with lights and sounds to alert customers when they are available. Quests could include experiences such as flash deals, rewards for repeat visits, and credits for coupon clipping.
With new location-based coupons, customers using Caper Carts will be alerted to nearby deals and discounts for relevant items as they shop each aisle of the store. Caper Carts offer indoor location capabilities that enable retailers and brands to know where customers are in the store as they shop. In the future, location-based coupons will be tailored to each customer, based on previously purchased items or what is in their Caper Cart.
Additionally, aisle-aware ads on Caper Carts can help brands create a strong first impression when customers are shopping relevant aisles. This pilot builds on in-store advertising capabilities that Instacart announced earlier this year. In the next stages of testing for rich formats on Caper Carts, brands will be able to showcase their rich creative based on both customer location and the addition of complementary items to their cart.
According to a new survey from Instacart on consumer adoption of smart carts and the importance of product discovery and savings, 83% of consumers are receptive to using smart carts for savings and budgeting. Additionally, 50% of consumers are interested in using AI to find the best deals, while 26% are eager for AI-powered personalized offers and recommendations. The survey also revealed that 30% of consumers want assistance while browsing, and 76% expressed willingness to use AI technology while they shopped for groceries.
Retailers currently offering Caper Carts include Bristol Farms, Fairway Market, The Fresh Grocer, Geissler's Supermarket, Kroger, McKeever's Market & Eatery, Price Chopper, Schnucks, and ShopRite in the U.S., as well as Aldi in Austria.
