Rapid delivery grocer Gopuff has launched two new ad capabilities in the UK, designed to help brands better engage with customers on and off its platform.
The firm’s new ‘Brand Shops’ allow advertisers to enrich their campaigns on its app with “immersive brand experiences” customised with photo and video content, educational copy, and shoppable carousels. The shops can be built and launched in less than 72 hours, with trials in the US showing the tool can increase a featured brand’s average order value (AOV) by nearly 20%. Brands that have tapped into the facility in the US include Black Forest, Chips Ahoy!, Gatorade and Hot Pockets, with the shops used as a landing page for online ads or key marketing moments.
Gopuff has also launched a new Instant Insights feature for its sampling programme. For years, brands have leveraged Gopuff’s sampling capabilities to get their products in customers’ hands as part of deliveries. Unlike traditional retailers, Gopuff’s in-bag sampling programme offers a closed-loop measurement system to measure impact.
The new feature now provides real-time insights into those campaigns. This means brands can see real-time data around search query behaviour, add-to-cart rates, basket analysis and repurchase rates for sampled customers. They will also be able to see recipient survey responses in real-time and “better understand Gen Z and Millennial preferences and behaviours” by identifying their category purchase considerations and consumption habits.
“At Gopuff, we’re building solutions that put control and power back into brands’ hands,” said Daniel Folkman, Gopuff’s SVP of Business.
“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 move comes just months after Gopuff launched an in-house Ads Platform that aims to enhance the relevance and targeting of brand campaigns.
NAM Implications:
- Stand-out is that the in-bag sampling programme measures advertising impact:
- brands can see real-time data around search query behaviour
- add-to-cart rates
- basket analysis
- repurchase rates for sampled customers
- Compare this with traditional media capabilities…
- …and witness the future of traditional media futures, in any….
- …in your media strategies.
- i.e. Wow!
