DoorDash Looking to Help C-Stores, Grocers Boost Incremental Purchases

Delivery service rolls out self-serve ad platform suite to help make it easier for CPG brands to advertise
Photograph: Shutterstock

SAN FRANCISCO Delivery service DoorDash has launched a self-serve ad platform laser focused on consumer-packaged goods (CPG) brands.

The suite of products includes a CPG ads manager, third-party platform management options and the ability to integrate DoorDash’s API into a company’s own ad-management platform.

“As we continue to build the ad platform for local, our goal is to connect every store and brand within each store to every local consumer,” Vice President of DoorDash Ads Toby Espinosa said. “Ads on DoorDash continue to be a trusted way for consumers to discover new businesses and products that are relevant to them for every shopping occasion.”

DoorDash has more than 25 million monthly active users across the more than 75,000 grocery, convenience and retail stores on its platform.

By making it easier for CPGs to advertise, DoorDash said it hopes to boost incremental purchases for the brands. CPG brands can place item-level sponsored products ads on the delivery platform.

The new self-serve platform allows CPGs to activate, manage and measure their sponsored product ads on DoorDash. More than 50% of orders generated from those ads come from new customers, DoorDash said.

DoorDash ads can also now be accessed through third-party platforms Pacvue, an enterprise software solution, and Flywheel, billed as a “white-glove, full-service digital commerce agency.”

CPG brands can activate banners, promotions and sponsored products ads to be seen across DoorDash’s platform, the company said. That includes curated product collections, placement atop category sections and top product search placement.

San Francisco-based DoorDash, which began in 2013, has been steadily growing its focus on non-restaurant delivery in recent years.

The delivery provider has added or expanded its partnerships recently with convenience-store companies Sheetz and EG America under its Cumberland Farms, Fastrac, Sprint and Minit Mart brands, and grocery companies Sprouts Farmers Market, Giant Eagle, Weis Markets and The Raleys Cos., among other retailers.

“DoorDash’s mission is to be the one-stop shop for all local commerce needs for consumers, and that starts with bringing every business on Main Street online,” Shanna Prevé, the company’s vice president of business development, said at the time. “DoorDash is hyper-focused on selection, and we’re excited about the significant progress we’ve made towards connecting every grocery, convenience and retail store to every local consumer.”

A version of this story first appeared onWinsight Grocery Business.

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