Rapid grocer Gopuff has introduced branded shops to its UK app, which it claims are proven to increase the featured brand’s average order value by nearly 20%.
The quick commerce player has also launched an ‘instant insights’ feature to its sampling program, where brands giving away free samples with orders can immediately see consumers’ reactions to their products.
“At Gopuff, we’re building solutions that put control and power back into brands’ hands,” said Daniel Folkman, Gopuff’s SVP of business. “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,“ he added.
Branded shops have already been used by Gopuff’s partner suppliers in the US, by brands including Black Forest, Chips Ahoy!, Gatorade and Hot Pockets. The shops can include “immersive brand experiences” like customised photo and video content, educational copy and shoppable carousels, and can be set up by brands in under 72 hours.
Brands have been using Gopuff’s sampling capability for several years but the new feature allows them to see real-time data around search query behaviour, add-to-cart rates, basket analysis and repurchase rates for sampled customers. They will be able to see recipient survey responses in real-time and “better understand Gen Z and Millennial preferences and behaviours”, Gopuff said.
In July, Gopuff launched an in-house ads platform to serve users more relevant ads. The platform uses artificial intelligence and machine learning models that take into account more than 1,000 variables and 10 years of historic customer data, like a user’s shopping behaviour, their previous purchases, the time of day and localised product popularity. The models surface “the most relevant advertisement and product for that individual, in that moment – all in less than 50 milliseconds”.
“At Gopuff, we believe everyone wins when we match the right advertiser to the right customer at the right time – it’s what makes ad placements feel like content,” Folkman said at the time.
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