Dive Brief:

• Instacart announced Thursday it has revamped its Instacart Storefront and Storefront Pro offerings, which power e-commerce websites and apps for retailers, to make it easier for those retailers to customize their storefronts and launch shoppable campaigns.
• The dashboard for Instacart Storefront and Storefront Pro now allows retailers to modify their homepages, create custom landing pages and build shoppable campaigns, per the announcement. 
• The latest updates build on Instacart's efforts to offer retailers an evolving array of in-store and online solutions as grocers seek more opportunities to personalize their shopping experiences for customers.

Dive Insight:

Instacart said that these updates can come in handy for retailers looking to entice customers around holidays and special occasions. 

With the updates, retailers can modify their website homepage layout using templates or create custom layouts, and they can also create customized landing pages that can include images, text and clickable elements. For shoppable campaigns, retailers have access to pre-build templates or can create their own layouts.

Retailers can also integrate their homepage content and custom landing pages into targeted campaigns. The announcement said that companies can set specific goals for their campaigns, like increasing conversion or driving customer retention, that the self-serve tooling will then make recommendations about. 

Instacart positioned these changes as easier self-service tools that retailers can use to have more control over their e-commerce branding, merchandising, marketing and promotions, giving the example that a retailer could design a page that showcases their private label brand. 

“In today’s competitive landscape, our retail partners want to provide an authentic and differentiated online shopping experience,” Instacart Chief Business Officer Chris Rogers said in a statement. “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.”

Rogers added that retailers can launch shoppable campaigns that capture seasonal moments. 

Instacart noted that Stew Leonard’s is currently using these capabilities while Gelson’s Markets will soon introduce them on their online storefronts.

“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,” Gelson’s Chief Information and Supply Chain Officer Ron Johnson said in a statement.