Instacart Launches New 'Storefront' Features for Retailers
Delivery platform Instacart has added new features that allow retailers to customize their storefronts and launch shoppable campaigns for holidays or special occasions, including by promoting private brands.
With Storefront and Storefront Pro, retailers can now modify their homepages, create custom landing pages, and build shoppable campaigns from a user-friendly dashboard. Gelson’s Markets and Stew Leonard’s are two retailers that have already begun to utilize the new capabilities.
"In today's competitive landscape, our retail partners want to provide an authentic and differentiated online shopping experience," said Chris Rogers, chief business officer at Instacart. "Our Storefront and Storefront Pro solutions give retailers the power to take control over their online presence so it reflects their brand identity and showcases their unique value. They can now seamlessly launch shoppable campaigns that capture seasonal moments, handpick products that resonate with their audience, and foster stronger customer connections."
According to Instacart, Storefront and Storefront Pro will enable retailers to:
- Add dynamic content to homepages: Retailers can easily modify their homepages using Instacart's self-serve tools, including adding banners and other visually enticing elements. This makes it easy to showcase weekly or daily promotions and merchandise products – including private label brands – and reflect the retailers' brand, using preferred colors, logos, fonts, and more.
- Create custom landing pages: Retailers can create custom landing pages with images, text, and shoppable elements that allow for compelling storytelling and merchandising. For example, a retailer could design a page that showcases their private label brand, explaining the brand ethos and highlighting best-selling items that can be added to cart with a click. This capability also allows them to easily build static pages – like an "About Us" or "FAQ" – directly within Storefront and Storefront Pro.
- Build shoppable campaigns: Retailers can build shoppable campaigns that appear across their storefronts, using Instacart's pre-built templates or their own custom layouts. Retailers can set specific goals for their campaigns – such as increasing conversion, rewarding loyalty members, or driving customer retention – and the self-serve tooling will make recommendations to drive impact based on Instacart's knowledge of consumer behavior.
"At Gelson's, we work hard to provide our customers with the highest quality products and unique shopping experiences – and it's important for our online presence to reflect the helpful, inviting environment of our stores," said Ron Johnson, chief information and supply chain officer at Gelson’s. "With Instacart Storefront Pro, we'll be able to easily customize and manage our website and app, and offer timely campaigns for our customers – giving them the experience they expect and driving revenue for our business.”
More than 1,200 national, regional and local retail banners and more than 80,000 stores across North America are on the Instacart Marketplace.