Working with Instacart Ads: Rojo’s Leverages Insights to Win Distribution
This success story was recently highlighted by Instacart’s Josh Rider during a talk he gave at the Consumer Brands Association’s CPG Summit, later recapped on their blog.
In this article, we look at the success of Rojo’s Dips and how they expanded their distribution by nearly 10 points among retailers on Instacart and increased their weekly sales by 50%. Utilizing insights and analytics from Instacart and incorporating what they learned about their online performance into conversations with their retailers, Rojo’s was able to drive both online and offline results.
“What’s most exciting about blending channels between online and offline is the ability to learn and adapt much more quickly than in the past,” said Rider. “Instacart is proud that we’ve been able to work with our brand partners to help identify new trends and insights that can improve their business in the digital space – and extend those findings to the physical shelf.”
Rojo’s Dips was founded in 1985 by a few friends in Los Angeles who couldn’t find the kind of authentic layer dips they loved in the grocery store. Using time-honored family recipes brought over from Mexico, Rojo’s makes dips which create delicious taste experiences that bring family and friends together.
Recently, Instacart introduced a weighted velocity metric which provides brands insights on the rate of sales for their products when available to consumers. Weighted sales velocity helps to provide a picture of how hard each point of distribution is working and how well a product could sell if it were more widely available.
Rojo’s examined their weighted sales velocity metric provided by Instacart for several of their dips over the past year and incorporated their learnings into conversations with retailers. As a result of their efforts and the proof points from Instacart, Rojo’s increased distribution by nearly 10 points among retailers on Instacart and increased their weekly sales by 50%.
“Instacart is an added layer of promotion support to increase sales. Essentially, we are driving sales into brick and mortar from outside the store perimeter,” said Eloise Cabral, Brand Manager, Rojo’s. “This platform has allowed us to strengthen our position.”
“I encourage each of you and your teams to, yes, think of e-commerce as a source of growth for your brands, but don’t overlook the opportunity to take insights from this space and think about how to apply it across all channels,” said Rider.
Interested in getting started with Instacart Ads? Visit ads.instacart.com/signup.
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