Gopuff Launches Additional Advertising Capabilities
Instant-commerce provider Gopuff has launched several new ad capabilities that aim to help brands better engage with customers on and off the Gopuff platform. With the introduction of Brand Shops, a new partnership with Ann Arbor, Mich.-based AdAdapted enabling customers to add products to their Gopuff cart when shopping anywhere online, and deeper insights for sampling campaigns, Gopuff’s new tools allow brands to form meaningful relationships with younger consumers.
“At Gopuff, we’re building solutions that put control and power back into brands’ hands,” said Daniel Folkman, SVP of business at Philadelphia-based Gopuff. “As we continue to innovate to bring our partners more of what they need, we’re now providing them with best-in-class tools for better understanding, engaging with and selling more products to the customers who are most important to them. As we continue to transform the future of advertising, these new tools will help our partners reach the most relevant customers and drive incremental revenue.“
The new Brand Shops on Gopuff permit advertisers to enhance their campaigns with immersive brand experiences customized with photo and video content, educational copy, shoppable carousels, and more. Brand Shops can be built and launched in under 72 hours and, according to Gopuff, are proven to boost the featured brand’s average order value by almost 20%.
Gopuff partners such as Black Forest, Chips Ahoy!, Gatorade and Hot Pockets have already used Brand Shops to educate consumers, to differentiate their respective portfolios of products, and as a landing page for online ads or key marketing moments.
Gopuff has also revealed a new integration with AdAdapted’s patented Add-It carting technology. The solution enables consumers to be anywhere online, receive an ad and add a branded item to their Gopuff bag with a single click of a button, all without having to leave the site they’re browsing or log into their Gopuff account. The desired item will appear in the customer’s cart the next time the Gopuff app or website is opened. This new capability offers customers a more seamless shopping experience while providing advertisers new opportunities for conversion, no matter where customers are engaging with their products online.
Further Gopuff has launched a new Instant Insights feature for its sampling programs. Brands have long leveraged Gopuff’s sampling capabilities to get their products to customers in minutes and raise brand awareness. Unlike traditional retailers, Gopuff’s in-bag sampling programs provide a closed-loop measurement system to gauge impact. Now, the vertically integrated system also offers best-in-class sampling insights so brands can see real-time data on search query behavior, add-to-cart rates, basket analysis and repurchase rates for sampled customers. They can also engage with sampled recipients and see survey responses in real time, driving qualitative insights into satisfaction drivers and repurchase considerations, and better understand Gen Z and Millennial preferences and behaviors by identifying their category purchase considerations, marketing perceptions, use cases and consumption habits.
These rollouts come soon after the launch of Gopuff’s in-house Ads Platform offering intelligent audience targeting and objective-based buying tools for more dynamic and effective campaigns. Gopuff said that it also expects to provide streamlined reporting with greater visibility into brand partners’ businesses across the platform’s ecosystem.
Gopuff provides a wide range of products from hundreds of micro-fulfillment centers and omnichannel retail stores across the United States and the United Kingdom. The company is No. 96 on The PG 100, Progressive Grocer’s 2024 list of the top food and consumables retailers in North America.
