Gopuff’s Latest Delivery? New Tools For Advertisers

Gopuff’s seemingly interminable search for growth has taken it deeper into digital advertising with the introduction of several new tools aimed at capturing more Gen Z and millennial consumers.

The platform announced yesterday that it is teaming with AdAdapted to launch Brand Shops, pitched as “immersive brand experiences” (translation: fancy landing pages) with customizable integrated media that can be launched in just 72 hours. Pepsi (Gatorade) and Mondelēz – which offers packages for making ice cream sandwiches on its Chips Ahoy! page, for example – are already on board.

Sampling, another major piece of the Gopuff package, is also getting some tweaks and improvements, mainly by giving advertisers access to real-time data and insights, including engaging with recipients directly.

But perhaps most impactful is Gopuff’s move to be in more places – or everywhere, in the case of the internet. The company announced this week that it’s adopting AdAdapted’s Add-It carting technology, which allows for users to add branded items directly to their Gopuff cart simply by clicking an ad.

For a platform that’s kind of dependent to some degree on impulse buying – does anyone really need chili-lime coated Skittles Fuego delivered to your door? – removing barriers to purchase makes a lot of sense. But the partnership with AdAdapted for Add-It, as well as Brand Pages, is really about providing advertisers with more tools and reasons to get onboard.

Amidst the squeeze of inflation and rising input prices, retail media has been a huge boon for major players like Walmart, Target and others. Gopuff’s launch of its own in-house ads platform in July signaled their intent to “put control, power, and visibility in the hands of our advertisers” Daniel Folkman, Gopuff’s SVP of Business, told AdWeek. The app has subsequently seen a 50% higher relevance score, driving a 25% increase in click-through-rates and a 24% increase in conversion, and a 30% drop in average cost-per-click for advertisers.

And – facing rampant competition from omnipresent digital delivery platforms like Uber Eats, Door Dash and Grub Hub – serving advertisers is arguably more important than ever. Gopuff already introduced a third-party fulfillment and logistics service, Powered by Gopuff, in April that included the option of creating campaign-specific landing pages, a foundation that is now expanding with Brand Pages. After churning through $400 million last year, the company is under pressure to produce results, having laid off 6% of global staff this spring in the latest round of cuts, while targeting profitability by the end of this year.

“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,” Folkman said in a press release. “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.”