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 is live - order now on Amazon!

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

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

“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:

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.

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.

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!