Grocery delivery company Gopuff, which launched its retail media play back in July, is adding two new ad capabilities to its offering to help brands better engage with customers on and off the Gopuff platform.
With the launch of Brand Shops and Instant Insights for Sampling campaigns, Gopuff says it is offering powerful new tools that enable brands to build meaningful relationships with the next generation of consumers.
“At Gopuff, we’re building solutions that put control and power back into brands’ hands,” explains 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.”
Introducing Brand Shops
New Brand Shops on Gopuff allow advertisers to enrich their campaigns with immersive brand experiences customised with photo and video content, educational copy, shoppable carousels and more.
These Brand Shops can be built and launched in less than 72 hours and are proven to increase the featured brand’s average order value (AOV) by nearly 20%, say the company.
Partners including Black Forest, Chips Ahoy!, Gatorade and Hot Pockets have used Gopuff Brand Shops to educate consumers, to differentiate their portfolio of products, and as a landing page for online ads or key marketing moments.
Instant Insights for Sampling campaigns
Gopuff also launched a new Instant Insights feature for its Sampling programmes. For years, brands have leveraged Gopuff’s Sampling capabilities to get products in customers’ hands in minutes while increasing brand awareness. Unlike traditional retailers, Gopuff’s in-bag sampling programmes offer a closed-loop measurement system to measure impact.
Now, Gopuff also provides real-time insights into those campaigns, allowing brands to:
- Measure campaign effectiveness & impact: Because Gopuff’s model is vertically integrated, the company is able to offer closed-loop measurement for its Sampling programs. Now, Gopuff offers best-in-class Sampling insights so brands can see real-time data around search query behavior, add-to-cart rates, basket analysis and repurchase rates for sampled customers.
- Identify sample product strengths & opportunities: Engage with sampled recipients and see survey responses in real-time, driving qualitative insights around satisfaction drivers and repurchase considerations.
- Deeper Insights: Brands can better understand Gen Z and Millennial preferences and behaviors by identifying their category purchase considerations, marketing perceptions, use cases and consumption habits.
The announcements come on the heels of the launch of Gopuff’s in-house Ads Platform, which offers intelligent audience targeting and objective-based buying tools for more dynamic and effective campaigns.
Since launching the platform, Gopuff has seen a 50% higher relevance score, helping drive a 25% increase in click-through-rates and a 24% increase in conversion. Plus, by taking a more focused approach, advertisers are seeing a 30% lower cost-per-click on average.
