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DoorDash Expands Retail Media, BevAlc Solutions

The latest moves include a first-of-its kind integration with MikMak, new sponsored products ads for alcohol brands, and occasion-branded campaigns.

DoorDash has introduced a suite of new retail media offerings that better connect brands with consumers, including more ad solutions for BevAlc brands. It also expanded BevAlc delivery from select retailers.

MikMak Integration

Notably, New York-based software company MikMak becomes the first e-commerce enablement and analytics platform (MikMak 3.0) to integrate directly with DoorDash. 

Now available in the U.S., Canada and Australia, offers from retailers on DoorDash are reflected in all MikMak Commerce for Media and Brand Website experiences, providing MikMak’s brand partners with closed-loop sales attribution data and shopper insights.

Brands can activate DoorDash as a buying option across touchpoints, including brand websites, social media, search, QR codes, video, CTV and programmatic advertising. This feature shows when the brands’ products are available for on-demand delivery from a retailer on the DoorDash Marketplace.

DoorDash’s Other New Retail Media Solutions, Moves

  • Sponsored Products for Alcohol enable brands to convert high-intent customers at the point of purchase through DoorDash’s Ads Manager UI and API partners, Flywheel and Pacvue. Partners including Anheuser-Busch, Molson Coors, Mark Anthony Brands and Pernod Ricard are already leveraging this feature.
  • Occasion Branded Campaigns connect brands with consumers during key moments, such as the Super Bowl, St. Patrick’s Day and Cinco de Mayo to drive awareness and conversion. 
  • Sponsored Brands for Alcohol drive brand awareness and consideration via new “high-impact” carousels that combine brand assets with a shoppable selection of products, similar to an in-store endcap, per DoorDash. (This will be available widely later this month.)
  • Partnership with Symbiosys.AI offers brands advanced targeting and optimization algorithms to reach new audiences on offsite advertising channels including search, social and display, with conversion and ROI reporting to measure effectiveness.

Additionally, DoorDash expanded alcohol delivery from select retailers, including Ahold Delhaize’s Food Lion, Hannaford, Giant Food, Martin’s and Stop & Shop, as well as Buy Rite Liquors, Big Red Liquors and all of Spirits Unlimited and Stew Leonard’s Wines and Spirits stores to the Marketplace.

“In 2023, the total number of liquor stores available on DoorDash in the U.S. increased by more than 60%,” Fuad Hannon, vice president of new verticals, DoorDash, said in a media release.

Related Moves from MikMak

MikMak recently acquired ChannelAdvisor’s Shoppable Media and Brand Analytics product lines from Rithum (formerly CommerceHub), doubling down on its platform enhancements. It recently rolled out several of these, including its Headless Commerce API enabling brands to build, design and customize their e-commerce websites and media experiences, a partnership with Circana to measure the impact of digital marketing on offline sales and the integration of Shoppable Recipes.

Looking forward, MikMak plans to continue expanding its product portfolio into other areas of brands’ commerce marketing tech stacks, building out its retailer and data partnerships and ramping up its attribution capabilities to prepare for a cookieless and AI-driven world, per the company’s statement.

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