Instacart Joins Ibotta’s Digital Promotions Network
Instacart has partnered with digital rewards technology company Ibotta to provide advertisers access to more digital coupon options.
Instacart has joined the Ibotta Performance Network (IPN), a digital network that coordinates and delivers promotions across retailer platforms, large third-party publisher sites and Ibotta’s direct-to-consumer properties. The move makes Instacart IPN’s first delivery/grocery technology partner.
By joining IPN, Instacart will deliver more coupons that are “timely and relevant” to its consumers, according to a media release.
Going forward, Ibotta will be Instacart's preferred third-party coupon provider across all eligible categories of items on its mobile app and website. For CPG brands, this partnership creates more opportunities to reach consumers across Instacart’s marketplace of more than 1,500 retail banners with a footprint of more than 85,000 stores across North America, per the release. Ibotta-provided offers will be live across Instacart’s platform later this year.
[Also Read: Instacart Launches Display, Shoppable Ad Formats in Canada]
"The addition of Instacart will allow our 2,400 CPG brand partners to reach millions of additional consumers with targeted promotions on Instacart’s app and website, all while benefiting from our network’s unprecedented real-time measurement capabilities," Bryan Leach, founder and CEO of Ibotta, said in the release.
"Our partnership with Ibotta is designed to benefit both consumers, by providing valuable savings, and CPG brands, by continuing to drive real business impact and consumer engagement,” Chris Rogers, chief business officer of Instacart, added. “We work with more than 6,000 CPG brands and we believe Ibotta will help us quickly scale our CPG-funded promotions business."
The U.S. grocery industry is projected to grow 5.6% to $1.5 trillion this year, according to a report from data firm Coresight Research. Concurrently, nearly twice as many Americans use digital coupons rather than paper coupons from a circular when shopping for groceries, according to a survey from United Natural Foods.
Midwestern private grocery chain operator Schnuck Markets formed a similar partnership with Ibotta back in May.
