Gopuff Launches Customizable Brand Shops
Gopuff has launched a new set of capabilities, including brand shops, designed to help brands better engage with younger consumers on and off the Gopuff platform.
The on-demand delivery platform's retail media network, Gopuff Ads, also launched deeper insights for sampling campaigns and unveiled a new partnership with AdAdapted that allows customers to add products to their Gopuff cart when shopping anywhere online — without logging into their Gopuff account.
Brand Shops
Gopuff’s brand shops allow advertisers to customize their campaigns with photo and video content, educational copy and shoppable carousels, among other features. According to a statement from the company, brand shops can be built and launched in less than 72 hours and can “increase the featured brand’s average order value by nearly 20%.”
Initial brand partners include Black Forest, Chips Ahoy!, Gatorade and Hot Pockets. They’ve leveraged brand shops to educate consumers, differentiate their portfolio of products and serve as a landing page for online ads or key marketing moments, per the statement.
AdAdapted Integration
Gopuff has integrated AdAdapted’s patented Add-It carting technology to make Gopuff ads more shoppable across the internet. Essentially, consumers can be anywhere online, receive an ad and add a branded item to their Gopuff bag with a single click — without leaving the site they’re browsing or logging into their Gopuff account. That item will appear in the customer’s cart the next time they open the Gopuff app or website.
Instant Insights for Sampling Campaigns
Gopuff also launched a “Instant Insights" feature for its sampling programs. For years, Gopuff has offered brands in-bag sampling capabilities to encourage product trial and increase brand awareness. The programs have already offered a closed-loop measurement system, and now Gopuff also provides real-time insights into those campaigns, allowing brands to:
- Measure campaign effectiveness & impact by offering real-time data around search query behavior, add-to-cart rates, basket analysis and repurchase rates for sampled customers.
- Identify sample product strengths & opportunities by engaging with sampled recipients, and see immediate survey responses and insights around satisfaction drivers and repurchase considerations.
- Deeper insights that help brands better understand Gen Z and Millennial preferences and behaviors by identifying their category purchase considerations, marketing perceptions, use cases and consumption habits.
These announcements follow Gopuff’s move to bring its Ads Platform in-house, allowing the company to create custom tools and capabilities designed specifically for its ad partners and platform, such as objective-based buying, personalized audience targeting recommendations, and bid optimization. .
“At Gopuff, we’re building solutions that put control and power back into brands’ hands,” Daniel Folkman, Gopuff’s senior vice president of business, said in the statement. “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.“