Retail Channels
01 March 2023
Instacart Business aims to help firms stock up on food, supplies
Ecommerce is going B2B in 2023.
Instacart Business has a new set of features. (Courtesy photo)
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Instacart has a new service designed to help businesses stock up on supplies and food.
The news: Instacart Business launched this week, marking an expansion of the grocery technology company’s marketplace with features for a new type of customer. The business-focused offering is set to roll out a host of features that are designed to help small businesses stock up on items such as food and supplies.
How it works: Instacart said businesses often manage multiple vendors as they stock up on supplies. With Instacart Business, it is looking to provide same-day delivery, and allow purchasers to order on items on an as-needed basis. Instacart said the service will include no monthly minimums, and no additional contracts. At launch, Instacart said it will have items available from Costco Business Center, Staples, Restaurant Depot and BJ's Wholesale Club.
Key quote from Instacart COO Asha Sharma: "At Instacart, we believe that the cost of doing business shouldn't be so costly - especially for small businesses that are essential to the communities they serve…From stocking up on snacks in the office break room to getting last-minute supplies delivered to a family-owned restaurant, our affordable, convenient and flexible marketplace connects thousands of retailers to businesses nationwide, but with some new features tailor-made for this important community.
Features included: Instacart said the following features will roll out now and in the coming months:
Stock lists: Customers can prepare a shopping list that can be shared with a team, and have items ordered.
Reordering and auto-ordering: Items from a previous cart can be added to an order automatically. Plus, purchasers can set access an auto-order feature.
Flexible delivery: Items can be ordered for same-day delivery, under-30 minutes, no-rush delivery at a discount or long distance delivery.
Business credits: Customers can distribute credits to teams and locations with category restrictions, invoicing, and monthly reporting.
Tax-exemption: Nonprofits, healthcare, and political organizations will be able to save on tax-exempt items.
What it says about commerce in 2023
B2B boost: Instacart has been growing its offerings from retailers beyond grocers, delivering office supplies and larger food orders. Serving business is a natural extension of these capabilities. At the same time, the new features offer a path for Instacart to add customers that are buying large orders regularly, increasing both AOV and frequency. Instacart’s launch comes a few weeks after Walmart launched its own business-focused portal. At a time when high inflation is leading consumers to cut back on discretionary spending, finding additional profitable business lines is especially attractive for executives. The recurring revenue generated by B2B offerings could prove especially valuable in a year that is expected to see continued economic headwinds.
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Marketing
09 June 2023
'There's a lot of ways to frame value'
Campbell Soup Company CEO Mark Clouse offered thoughts on messaging amid inflationary shifts in consumer behavior.
Photo by Kelly Common on Unsplash
After months of elevated inflation and interest rate hikes that have the potential to cool demand, consumers are showing more signs of shifting behavior.
It’s showing up in retail sales data, but there’s also evidence in the observations of the brands responsible for grocery store staples.
The latest example came this week from Campbell Soup Company. CEO Mark Clouse told analysts that the consumer continues to be “resilient” despite continued price increases on food, but found that “consumers are beginning to feel that pressure” as time goes on.
This shows up in the categories they are buying. Overall, Clouse said Campbell sees a shift toward shelf-stable items, and away from more expensive prepared foods.
There is also change in when they make purchases. People are buying more at the beginning of the month. That’s because they are stretching paychecks as long as possible.
These shifts change how the company is communicating with consumers.
Clouse said the changes in behavior are an opportunity to “focus on value within our messaging without necessarily having to chase pricing all the way down.”
“No question that it's important that we protect affordability and that we make that relevant in the categories that we're in," Clouse said. "But I also think there's a lot of ways to frame value in different ways, right?”
A meal cooked with condensed soup may be cheaper than picking up a frozen item or ordering out. Consumers just need a reminder. Even within Campbell’s own portfolio, the company can elevate brands that have more value now, even if they may not always get the limelight.
The open question is whether the shift in behavior will begin to show up in the results of the companies that have raised prices. Campbell’s overall net sales grew 5% for the quarter ended April 30, while gross profit margins held steady around 30%. But the category-level results were more uneven. U.S. soup sales declined 11%, though the company said that was owed to comparisons with the quarter when supply chains reopened a year ago and expressed confidence that the category is seeing a longer-term resurgence as more people cook at home following the pandemic. Snacks, which includes Goldfish and Pepperidge Farm, were up 12% And while net sales increased overall, the amount of products people are buying is declining. Volumes were down 7%.
These are trends happening across the grocery store. Campbell is continuing to compete. It is leading with iconic brands, and a host of different ways to consume them. It is following that up with innovation that makes the products stand out. Then, it is driving home messaging that shows consumers how to fit the products into their lives, and even their tightening spending plans.
Campbell Soup is more than 150 years old, and has seen plenty of difficult economic environments. It is also a different business today, and will continue to evolve. At the end of the day, continued execution is what’s required.
“If it's good food, people are going to buy it, especially if it's a great value,” Clouse said.
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