Instacart’s strategy for acquiring (and keeping) online grocery customers

Maya Yegorova

Instacart, the grocery delivery provider, is embracing a multi-faceted approach to position itself for long-term growth.

Instacart, the online grocery delivery and pickup service, is implementing a multi-faceted strategy as it seeks to engage loyal customers while also attracting new shoppers.

The path to achieving these goals involves three broad initiatives:

  • developing its Instacart+ membership program;
  • attracting new customers;
  • increasing monthly order frequencies for active users.

A complicated marketplace

These initiatives, as summarized in Instacart’s initial public offering (IPO) filing, are launched at a time when grocery retail is becoming an increasingly competitive sector and facing macroeconomic challenges such as inflation.

First launched in 2012, Instacart offers consumers the opportunity to shop at grocery...

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