Now firmly entrenched in Americans’ shopping habits, Instacart is eyeing the growing retail media space. Laura Jones, CMO of Instacart, joins The Current Podcast to share the strategy behind the company’s tie-ups with Peacock and Roku and how she’s reaching shoppers by framing them as the COOs of their households.
Episode Transcript
Please note, this transcript may contain minor inconsistencies compared to the episode audio.
Damian: (00:01)
I'm Damian Fowler.
Ilyse: (00:02)
And I'm Ilyse Liffreing And
Damian: (00:04)
Welcome to this edition of the current podcast.
Ilyse: (00:10)
This week we're delighted to talk with Laura Jones, the chief marketing Officer of Instacart.
Damian: (00:16)
Laura has been on a rampage at Instacart since she left Uber and joined the company. In June, 2021, Laura launched the brand's first integrated brand campaign, built an internal creative studio and performance media function, and scaled the marketing department five times to more than 150 people. What
Ilyse: (00:35)
Started as a grocery delivery service quickly boomed during the pandemic to the point where Instacart now has over 7 million monthly active orders and works with 1400 retailers growing into areas like retail media, on and off its platform.
Laura: (00:55)
So Instacart started just over a decade ago and started out as a grocery delivery company. And then when you fast forward to today, the business looks a lot different, the world has changed a lot, there's been a global pandemic and we've come out the other side and Instacart has really evolved over the course of this journey. So we've transformed from being just grocery, just delivery to now a service that has many more retailers on the platform. Of course, uh, most of America's top grocers, but other verticals that we serve like beauty with Sephoras, um, home improvement with Lowe's, as well as of course different modalities. So there's delivery, there's pickup, and we've extended into, uh, B2B offerings as well. So we have a retail enablement platform that our retailers use to power some of their online grocery services and pickups and really continuing to innovate now even getting into in-store.
Laura: (01:54)
So really thinking about how, you know, in a post pandemic world, customers are really shopping in a more omnichannel way. It's not just delivery, it's not just in-store, it's much more of a hybrid. So we've developed technologies like caper carts or carrot tags,
資料
- 節目
- 頻率每星期更新
- 發佈日期2024年3月6日 上午11:00 [UTC]
- 長度18 分鐘
- 季8
- 集數71
- 分級兒童適宜