--- title: Instacart for CMOs – Book Overview description: "Instacart for CMOs is a must-read strategic resource for C-level marketing and retail executives who manage brands selling on the leading online grocery platform in North America: Instacart. In addition to Kiri and Stefan’s expert insights, the book contains contributions from leading executives who are working within this burgeoning space." image: https://blog.acadia.io/hubfs/Instacart%20for%20CMOs%20Book%20Cover.jpg --- [![Acadia_PrimaryLogo_RGB-White (1)](https://blog.acadia.io/hubfs/Acadia_PrimaryLogo_RGB-White%20(1).png)](http://www.bobsledmarketing.com/) # Instacart for CMOs – Book Overview [Tom Crosthwaite](https://blog.acadia.io/blog/author/tom-crosthwaite) [January 7, 2021](https://blog.acadia.io/blog/archive/2021/01/07) [Grocery & Gourmet Food](https://blog.acadia.io/blog/tag/grocery-gourmet-food), [Instacart](https://blog.acadia.io/blog/tag/instacart) After a decade of gradual growth, 2020 was truly the year that online grocery went ‘mainstream’. Quarantine and social distancing forced millions to change how they bought food and household items. A huge benefactor of this shift was **Instacart**, an innovative online grocery shopping platform that provides customers with unparalleled selection and convenience. Kiri Masters – Bobsled CEO, Forbes retail contributor, and co-author of the highly acclaimed [Amazon for CMOs](https://www.amazon.com/Amazon-CMOs-Achieve-Success-Economy/dp/099819011X) – is bullish that Instacart’s star will continue to rise. Such is Kiri’s conviction, she, alongside Bobsled’s Director of Marketplace Strategy & Insights Stefan Jordev, have penned a book on the topic! **Instacart for CMOs** is a must-read strategic resource for C-level marketing and retail executives who manage brands selling on the leading online grocery platform in North America: Instacart. In addition to Kiri and Stefan’s expert insights, the book contains contributions from leading executives who are working within this burgeoning space.   ![Kiri Small](https://blog.acadia.io/hs-fs/hubfs/Kiri%20Small.jpg?width=309&name=Kiri%20Small.jpg) ![Stefan Jordev](https://blog.acadia.io/hs-fs/hubfs/Stefan%20Jordev.jpg?width=306&name=Stefan%20Jordev.jpg)                       Paperback and ebook versions of Instacart for CMOs will be launching on Amazon on **March 10, 2021**. In anticipation of the upcoming launch, we’ve provided a chapter by chapter overview of the book below. Read on to learn more about this rapidly ascending sales channel for grocery and CPG brands!   ![Instacart for CMOs Book Cover](https://blog.acadia.io/hs-fs/hubfs/Instacart%20for%20CMOs%20Book%20Cover.jpg?width=600&name=Instacart%20for%20CMOs%20Book%20Cover.jpg)   ## 🎉 *Instacart for CMOs is live - [order now on Amazon!](https://www.amazon.com/dp/B08SJ4GK49)*   ### Instacart for CMOs – Chapter by Chapter Overview The following is a brief overview of what Kiri and Stefan have dug into within each section of Instacart for CMOs.   ## Introduction - The Instacart origin story, and why the Amazon acquisition of Whole Foods was the beginning of big things for Instacart.  - Why unlike most other online marketplaces (Amazon, Walmart, Etsy etc), Instacart is a 4-sided marketplace (end customer, in-store inventory pickers, product advertisers and retailers). - Where the major players (brands, retailers, Instacart itself) are heading in the context of the entire ecommerce industry. ## 1. The case for Instacart – now and in the future - Digging into the demand explosion that occurred on Instacart during the Covid-19 pandemic lockdowns - Post-Covid online grocery shopping behavior predictions and the ‘business model of data’ - Potential setbacks and challenges to Instacart’s growth   ## *Need help understanding Instacart? Start here –* [*An Introduction To Instacart For Brands*](https://blog.acadia.io/blog/an-introduction-to-instacart-for-brands)   ## 2. Is investing in Instacart right for your brand? - Explanation of why the only path to distributing products on Instacart is through a brand’s retailer partners.  - Instacart’s expansion to include non-grocery channels like 7-Eleven, Staples, SEPHORA and many others means that the channel will also impact categories such as beauty, office supplies, and pharmacy items - Overview of how Instacart boosts brick-and-mortar sales and the ‘first-mover ‘ advantage   ## 3. How Instacart fits among your other digital channels - Pros and cons of Instacart in context with other digital channels - Overview of unique advantages of Instacart e.g. you can sell alcohol on Instacart - How brands are allocating Instacart channel management internally *![kiri](https://blog.acadia.io/hs-fs/hubfs/kiri.jpg?width=255&name=kiri.jpg)“Did you know that 20-25% of Instacart shopping activity comes from repurchasing? There's a constant validation loop of getting consumers to buy items that they already bought in the past which is incredibly beneficial for brands. Instacart’s unique ability to prompt repurchases should light a fire under the tail of brands: you must get into the customers’ basket now, as you will reap the rewards for years to come in the form of repeated purchases.”* **- Kiri Masters, co-author of Instacart for CMOs** ## 4. Key drivers of Instacart demand generation - Detailed insight about Instacart’s search and fulfillment algorithms - The nuts and bolts of product listing optimization, coupons and delivery promos - The jaw dropping data behind repeat purchases on Instacart ## 5. A primer on Instacart performance advertising - The fundamentals of running paid ads on Instacart - Insight about the fantastic ROI for early-adopter brands advertising on the channel, supported by brands reps who are currently seeing *much* better ad performance on Instacart vs Amazon and Walmart - Current limitations of Instacart PPC, and what’s coming down the pike   *Instacart for CMOs includes contributions by executives from the following companies:*   *![Instacart for CMOs Brands](https://blog.acadia.io/hs-fs/hubfs/Instacart%20for%20CMOs%20Brands.png?width=701&name=Instacart%20for%20CMOs%20Brands.png)*   ## 6. Instacart’s strange relationship with a brand’s org chart and P&L - Coming to terms with the fact that “Instacart is not a retailer or seller”, addressing the reporting and accountability challenges this creates for brands - A breakdown of 3 typical org structure models - Best practices about how to assemble a high functioning Instacart team ## [*Want more Instacart advertising insight right now? Download Bobsled’s Complete Guide to Instacart Advertising now.*](https://resources.bobsledmarketing.com/the-complete-guide-to-instacart-advertising)   ## 7. How to measure success on Instacart - How to acquire and analyze advertising and customer intelligence metrics - Why reporting gets easier when your Instacart spend rises - Halo and compounding effects in relation to world class Instacart management ## 8. The retailer connection - The upsides of Instacart’s rise for brands – potential delivery cost savings, meet customers where it’s easy for them to shop - The downsides of Instacart’s rise for brands – potentially losing more direct customer relationships, neglecting in-store shoppers, margin erosion risk - How retailers are likely to react to Instart’s ascension, and what brands can do now to prepare ## *Learn more about* [*Bobsled’s Instacart advertising management solution*](https://www.bobsledmarketing.com/instacart-ppc-advertising-management)*.* ## 9. Your Instacart support team - What Instacart management from an agency can looks like vs going it alone - The software and tools that are at your disposal - Case study from grocery brand that focused on growing Instacart channel ## 10. What’s next for Instacart?  - Instacart’s next moves (from Instacart themselves) - Likely future scenarios, and how to ‘future-proof’ for each - Comprehensive list of resources that can further inform your Instacart strategy     # Instacart for CMOs is live ## *Get your Kindle or Paperback version today!* [![Buy Instacart for CMOs on Amazon Now](https://no-cache.hubspot.com/cta/default/2386692/4f534b6f-a4e8-4b7d-9190-cbc541bd7580.png)](https://cta-redirect.hubspot.com/cta/redirect/2386692/4f534b6f-a4e8-4b7d-9190-cbc541bd7580)     Tagged: [Grocery & Gourmet Food](https://blog.acadia.io/blog/tag/grocery-gourmet-food), [Instacart](https://blog.acadia.io/blog/tag/instacart) Share - [Tweet](https://twitter.com/share) Newer Post [Delayed Inbound FBA Shipment – Troubleshooting Guide](https://blog.acadia.io/blog/delayed-inbound-fba-shipment-troubleshooting-guide) Older Post [Amazon Product Compliance Issues - How To Appeal](https://blog.acadia.io/blog/amazon-product-compliance-issues-how-to-appeal) ### SUBSCRIBE TO THE BOBSLED NEWSLETTER TO GET NOTIFIED WHEN WE POST NEW CONTENT [![Instacart+for+CMOs](https://blog.acadia.io/hs-fs/hubfs/Instacart+for+CMOs.gif?width=300&name=Instacart+for+CMOs.gif)](https://www.amazon.com/Amazon-Expansion-Plan-skyrocket-international-ebook/dp/B07DTL1PNF) ### INSTACART FOR CMOs **GET YOURS NOW ON AMAZON** Strategic resource for C-level marketing & retail executives of brands selling on Instacart. *A book by Thought Leaders Kiri Masters and Stefan Jordev* [BUY NOW](https://www.amazon.com/dp/B08SJ4GK49) ### Blog topics - [Amazon Account Management (181)](https://blog.acadia.io/blog/tag/amazon-account-management) - [Seller & Vendor Central (84)](https://blog.acadia.io/blog/tag/seller-vendor-central) - [PPC Advertising (72)](https://blog.acadia.io/blog/tag/ppc-advertising) - [Amazon Display Advertising (43)](https://blog.acadia.io/blog/tag/amazon-display-advertising) - [Amazon Updates (32)](https://blog.acadia.io/blog/tag/amazon-updates) ### POPULAR POSTS **Ride the Wave of Perks with Amazon’s International Expansion** [Read more](https://blog.acadia.io/blog/amazon-international-markets-strategy) **Where Amazon’s Fulfillment Warehouses Are Located in the USA (And Why It Doesn’t Matter to Sellers)** [Read more](https://blog.acadia.io/blog/where-amazons-fulfillment-warehouses-are-located-in-the-usa) **Yes, You Can Have Both a Vendor and Seller Central Account on Amazon** [Read more](https://blog.acadia.io/blog/hybrid-vendor-and-seller-central-account-on-amazon) **Amazon Vendor Central Tutorial \[Part 2 - Items\]** [Read more](https://blog.acadia.io/blog/amazon-vendor-central-tutorial-part-2-items) **Amazon Vendor Central Tutorial \[Part 1 - Orders\]** [Read more](https://blog.acadia.io/blog/amazon-vendor-central-tutorial-part-1-orders) [Back to Top](https://blog.acadia.io/blog/instacart-for-cmos-book-overview#top) © 2022 Acadia.io   [PRIVACY POLICY](http://www.bobsledmarketing.com/privacy-policy) | [TERMS OF SERVICE](http://www.bobsledmarketing.com/terms-of-service/) ```json { "@context" : "https://schema.org", "@type" : "BlogPosting", "author" : { "@type" : "Person", "name" : "Tom Crosthwaite", "url" : "https://blog.acadia.io/blog/author/tom-crosthwaite" }, "dateModified" : "2021-03-16T14:16:13.817Z", "datePublished" : "2021-01-07T10:27:28.000Z", "headline" : "Instacart for CMOs – Book Overview", "image" : [ "https://blog.acadia.io/hubfs/Instacart%20for%20CMOs%20Book%20Cover.jpg" ], "mainEntityOfPage" : { "@id" : "https://blog.acadia.io/blog/instacart-for-cmos-book-overview", "@type" : "WebPage" }, "publisher" : { "@type" : "Organization", "logo" : { "@type" : "ImageObject", "url" : "https://blog.acadia.io/hubfs/Acadia_PrimaryLogo_RGB-DarkNavy%20(5).png" }, "name" : "Acadia" } } ```