Dive Brief:
- Vroom Delivery, the c-store e-commerce provider, has linked with Instacart to offer digital ads to Vroom’s network of 3,500 c-stores, according to a Thursday announcement.
- C-stores that work with Vroom will be able to use Instacart’s Carrot Ads retail media tools to offer sponsored product listings and display ads on their e-commerce properties.
- The integration offers another retail media tool for small and medium-sized c-store operators that struggle to compete with competitors like Wawa and 7-Eleven on ad sales.
Dive Insight:
In addition to helping c-stores manage their online ordering and delivery services, Vroom is helping retailers plug in with retail media. Last year, the company partnered with Digits to offer ad capabilities, like sponsored listings and kiosk promotions, to its c-store clientele.
With Instacart, Vroom is linking with a well-known fellow e-commerce and technology company that has 7,500 brands advertising in its ecosystem.
“It was important for us to partner with a company that not only has proven technology, but also the expertise to move fast,” said John Nelson, CEO of Vroom Delivery. “By integrating Instacart Carrot Ads, we’re making industry-leading retail media accessible and scalable for convenience retailers of all sizes.”
Instacart’s Carrot Ads offers self-service tools for advertisers and grocers, including targeting and personalization resources along with data dashboards. The service has proven popular with grocers, including Hy-Vee, Price Chopper and Schnuck Markets. More than 240 businesses currently use Carrot Ads, according to the announcement.
Retail media has been a bright spot for Instacart recently, as the company diversifies beyond its core delivery business. Vroom, meanwhile, has partnered with several companies in recent years to broaden its business, including Uber, payment processor Finix and back-office solutions provider Petrosoft.
