Fareway, Instacart Offer Enhanced E-Grocery Experience
Midwest grocer Fareway Stores Inc. and grocery technology company Instacart have formed a new partnership under which Fareway is rolling out an enhanced online shopping experience powered by Storefront Pro, Instacart’s enterprise commerce platform. The food retailer’s orders are also now available for pickup through the Instacart Marketplace with no markups.
Fareway’s customers can now shop thousands of its products for pickup through an updated digital grocery experience at Shop.Fareway.com and on the Instacart App.
"We’re proud to support a trusted, community-first retailer like Fareway as they enter their next chapter of digital growth," noted Ryan Hamburger, VP, commercial partnerships at San Francisco-based Instacart. "With their adoption of our enterprise commerce platform and commitment to no‑markup pricing, Fareway is not only strengthening their digital competitiveness, but also accelerating online sales growth and customer loyalty."
"We are excited to reach new customers already shopping on Instacart by joining the Instacart Marketplace and to offer more convenience to our existing customers with the launch of our updated Shop.Fareway.com experience," added Mike McCormick, chief retail officer at Johnston, Iowa-based Fareway. "This partnership allows us to deliver the same great Fareway service and value our customers expect in store, now with an improved online experience."
Instacart’s Storefront technology currently powers 380-plus grocers’ e-commerce sites, enabling the companies to quickly scale their online presence. Storefront Pro provides Fareway with a grocery-specific enterprise platform that unifies its web, app and in-store experiences while maintaining full control over its brand and customer relationships.
The Instacart Enterprise platform includes AI-powered search and merchandising to boost product discovery, integrated fulfillment technology for seamless pickup and delivery, and built-in retail media capabilities via Carrot Ads, Instacart’s retail media solution built to drive incremental revenue. Thanks to robust native functionality and flexible integrations with third-party tech providers, Fareway can grow its digital capabilities without building or maintaining complex e-commerce infrastructure. The grocer also joins more than 310 grocers, marketplaces and commerce platforms using Carrot Ads to run their retail media programs.
Further, Fareway has become one of more than 2,200 national, regional and local retail banners — representing nearly 100,000 stores — on the Instacart Marketplace. Through the Instacart Marketplace, Instacart Enterprise platform and Instacart Ads ecosystem, the company offers e-commerce, fulfillment, in-store technology, AI solutions and advertising for partners. Maplebear Inc. is the registered corporate name of Instacart.
Family-owned Fareway operates 143 stores in Iowa, Illinois, Kansas, Minnesota, Missouri, Nebraska and South Dakota.
This article originally was published on P2PI sibling brand Progressive Grocer.
