Last-mile delivery company Instacart has launched a suite of merchandising tools for advertisers, including on-platform digital shelves that pair products for recipes, special occasions, and basket bundles, the company announced Tuesday.
The new tools include:
- Recipes that highlight branded and complementary products
- Curated collections centered on specific themes such as “summer barbecue supplies”
- Bundles that strategically pair products like laundry detergent, fabric softener, and dryer sheets
“Brands can pair their own products across different categories in their portfolio as well as with other brands to effectively merchandise around a theme or seasonal moment,” the company said in a press release. “This enables brands to reach consumers with a curated experience at a moment that might not be possible with their products alone.”
The new tools aim to enable brands to help shoppers “explore new products, find recipe inspiration, and engage with their favorite brands…” according to Ali Miller, VP of Advertising Product at Instacart.
Mondelez, The J.M. Smucker Co., and Hormel Foods are piloting the new advertising tools.