Instacart adds gamified capabilities focused on in-store rewards to Caper Carts
Instacart is unveiling three new Caper Cart capabilities—gamified quests, location-based coupons and aisle-aware advertising formats. The new offerings build on the AI-powered smart cart's capabilities to make grocery shopping more delightful and personalized via its digital screen, the company said.
The capabilities are rolling out now to retailers like Schnucks and Wakefern Food in partnership with brands including General Mills and PepsiCo.
Instacart said that new gamified quests make grocery shopping feel like an adventure. Quests are interactive mini-games that customers can complete using a Caper Cart, creating an enjoyable and rewarding shopping experience. This new Caper feature encourages customers to earn rewards and credits while enhancing savings and product discovery among customers as they shop. Quests are customizable and designed in partnership with retailers and brands. Quests will appear on the Caper Cart digital screen with lights and sounds to alert customers when they are available. Quests could include experiences such as:
- Flash deals: Customers could participate in a "treasure hunt" inspired shop, where they follow a map of the store and keep an eye out for flash deals as they shop. Flash deals will help customers discover new products they'll love alongside old favorites.
- Rewards for repeat visits: Customers could earn credits, like $10 off their next visit, when they complete a "shopping streak," such as three shops with a Caper Cart in one month.
- Credits for coupon clipping: By clipping a specific number of personalized digital coupons on a Caper Cart, customers could receive credits, which could be equivalent to $5 at the end of their shop.
With new location-based coupons, customers using Caper Carts will be alerted to nearby deals and discounts for relevant items as they shop each aisle of the store. Caper Carts offer indoor location capabilities that enable retailers and brands to know where customers are in the store as they shop. In the future, location-based coupons will be tailored to each customer, based on previously purchased items or what is in their Caper Cart. For example, when a customer rolls into the bakery department, Caper Cart's digital screen will surface a coupon for a dollar off a box of muffins and notify the customer with an alert. This builds on Instacart's current coupon offering.
[Read more: Instacart debuts the Instacart Developer Platform[
Aisle-aware ads on Caper Carts can help CPG brands create a strong first impression when customers are shopping relevant aisles. For example, if a customer turns down the cereal aisle, they might see creative imagery featuring Cinnamon Toast Crunch on the screen, sponsored by General Mills. This pilot builds on in-store advertising capabilities that Instacart announced earlier this year with Good Food Holdings. In the next stages of testing, brands will be able to showcase their creative based on both customer location and the addition of complementary items to their cart. Over a dozen brands are piloting location-based ad formats at Schnucks.
"Caper Carts are ushering in a new era at the grocery store – making shopping more delightful while delivering a seamless experience for customers, retailers and brands. Over the last six months, we've nearly quadrupled our Caper Cart footprint and plan to reach thousands of carts live in stores in the coming months," said David McIntosh, chief connected stores officer at Instacart. "For more than a decade, we've worked with grocers of all sizes to provide them with the technologies they need to serve their customers. With Caper Cart's digital screen, we're now delivering an unmatched omnichannel experience for retailers and brands in-store."
Instacart also is unveiling a new survey on consumer adoption of smart carts and the importance of product discovery and savings. The company found that 83% of consumers are receptive to using smart carts for savings and budgeting. Additionally, 50% of consumers are interested in using AI to find the best deals, while 26% are eager for AI-powered personalized offers and recommendations. The survey also revealed that 30% of consumers want assistance while browsing, and 76% expressed willingness to use AI technology while they shopped for groceries.
Caper Carts are part of Instacart's Connected Stores suite of technologies, built to help grocers bridge the online and in-store shopping experience. Caper Carts are powered by NVIDIA Jetson and equipped with AI, cameras, sensors and a built-in scale, which work together to automatically recognize items. The cart's digital screen allows customers to track their purchases and stay within budget in real-time. At the end of their shop, customers of many retailers can checkout directly from the cart. Customer reception to Caper Carts has been strong with users offering a net promoter score of more than 70 at ramped locations.
[Read more: Instacart debuts the Instacart Developer Platform[
Retailers currently offering Caper Carts include Kroger, Schnucks and ShopRite.
"We've been excited by the positive reception we've seen from our Caper customers to-date. Customers love watching their running total and clipping coupons directly on the cart – which is ultimately leading to larger basket sizes," said Bob Hardester, chief information and supply chain officer at Schnuck Markets. "Location-based coupons and investment into an expanded advertising platform on Caper Carts have the opportunity to be game-changing when it comes to offering a personalized experience for our customers."
"Caper Carts are changing how customers are shopping the aisles. Since launching pilots of the smart carts at ShopRite, Fairway Market and The Fresh Grocer in the past year, we've seen customers enjoy shopping at their own pace and exploring what our Members' stores have to offer," said Charlie McWeeney, vice president of technology, digital and retail at Wakefern Food.