Instacart has added gamification, personalized offers and advertising to its Caper Cart to give shoppers a more seamless shopping experience
Select capabilities are rolling out in partnership with retailers like Schnucks and Wakefern Food Corp., and brands including General Mills and PepsiCo, according to a press release. A recent Instacart survey revealed 83% of consumers are "ready" for its smart carts.
Caper Cart is part of Connected Stores, Instacart’s suite of in-store technologies that help grocers bridge the online and in-store shopping experience.
The new features build on the AI-powered smart cart’s capabilities, allowing brands and retailers to engage with customers as they shop in-store, according to the release.
New gamified quests are interactive mini-games that customers can complete using a Caper Cart, and are customizable and designed in partnership with retailers and brands. Quests could include experiences such as:
Flash deals: Customers could participate in a "treasure hunt" inspired shop, where they follow a map of the store and keep an eye out for flash deals as they shop. Flash deals will help customers discover new products they’ll love alongside old favorites.Rewards for repeat visits: Customers could earn credits, like $10 off their next visit, when they complete a "shopping streak," such as three shops with a Caper Cart in one month.Credits for coupon clipping: By clipping a specific number of personalized digital coupons on a Caper Cart, customers could receive credits, which could be equivalent to $5 at the end of their shop.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 are ushering in a new era at the grocery store — making shopping more delightful while delivering a seamless experience for customers, retailers, and brands. 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," David McIntosh, chief connected stores officer at Instacart, said in the release.
Instacart’s survey also revealed 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 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.
"We’ve been excited by the positive reception we’ve seen from our Caper customers to-date. Customers love watching their running total and clipping coupons directly on the cart – which is ultimately leading to larger basket sizes," Bob Hardester, chief information and supply chain Officer at Schnuck Markets Inc., said in the release. "Location-based coupons and investment into an expanded advertising platform on Caper Carts have the opportunity to be game-changing when it comes to offering a personalized experience for our customers."
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