Coca-Cola Bottling Canada Uses Instacart's New Consumer Insights Portal
Coca-Cola Bottling Canada is advancing its consumer engagement strategy through Instacart’s new Consumer Insights Portal, which draws on real-time, first-party grocery shopping data from nearly 100,000 stores and more than 1,800 retailer partners.
The portal provides visibility into how shoppers discover and choose products across channels, including brand- and retailer-specific sales performance, search behavior, substitution patterns and promotion impact, according to a Sept. 23 press release from Instacart.
Unlike modeled data or survey panels, the platform reflects real-time transactions and consumer actions along the path to purchase, such as search and consideration activity prior to buying.
By leveraging the tool, Coca-Cola Bottling Canada can analyze factors such as brand switching, trial drivers and repeat rates to inform decisions around promotions, product placement and media strategies.
“It has helped us move faster on decisions around promotion strategy and retail planning,” Tara Scott, chief new growth officer and vice president of alternative revenue streams at Coca-Cola Bottling Canada, said in the release. “We’re excited to keep building on these insights as we aim to advance our role as valued customer partners.”
“Over the last few years, we’ve been focused on harnessing Instacart’s first-party data to deliver advanced measurement and metrics to our partners,” Ali Miller, general manager of advertising at Instacart, added. “What we’ve heard from brands and agency partners is that they’re eager to use our data to inform broader decision-making. We built the Consumer Insights Portal to surface actionable patterns in consumer behavior."
