Gopuff has launched a new advertising platform in the UK, targeting customer shopping trends and behaviours.
- The platform allows brands to see where and when customers are shopping, enhancing targeted marketing strategies.
- Gopuff’s integration with CitrusAd helps brands manage ad campaigns more effectively.
- The platform aims to cater to millennial and Gen-Z demographics, boosting product relevance.
- Ad forecast suggests retail media spending could reach $60bn globally by 2024.
Gopuff’s new advertising platform in the UK is set to transform how brands engage with consumers by providing insights into customer shopping patterns. This strategic move allows brands to tailor their marketing efforts based on when and where customers shop, aiding in the creation of more nuanced advertising strategies.
The collaboration with CitrusAd enables seamless planning and management of advertising campaigns. Brands can efficiently target their audience, ensuring products are immediately available in local micro-fulfilment centres, which enhances consumer access and satisfaction, particularly for millennial and Gen-Z shoppers.
In an effort to expand advertising reach, Gopuff has strengthened its partnership with Rokt. This collaboration introduces non-endemic advertising at checkout, offering brands an innovative method to engage customers beyond traditional advertising channels. In the US, this approach has yielded an engagement rate of 5%, showcasing its potential effectiveness.
Industry projections by eMarketer indicate that ad spending within retail media could soar to $60bn (£47bn) by 2024. This underscores the growing importance of targeted media solutions like Gopuff’s platform, which not only drives partner revenue but also aligns with the swift evolution of the quick grocery market.
Daniel Folkman, Gopuff’s Senior Vice President of Business, highlighted that major brands such as PepsiCo have already leveraged Gopuff’s advertising capabilities to enhance sales and engage with a young, dynamic customer base in the US. Alban Villani of CitrusAd corroborated the success of the US model and expressed optimism about similar achievements in the UK, given the rapid pace of change and the opportunities within the retail media space.
Gopuff’s new UK platform signifies a vital step in leveraging retail media to harness consumer behaviour insights, enhancing engagement and driving sales.
