To make it amongst the billion-dollar e-com giants, you need to be different. Instacart is betting on its new “Instacat” to build a stronger connection with online users.
Founded in 2012, Instacart competes with e-com giants like Amazon, and competing is not an easy game. The company is growing fast and hopes to make delivery available to 90 million households within the US and Canada by the end of 2018. But for now, it hopes to build a stronger connection with online users.
What can make online grocery shopping a better experience? Well, if you are Instacart, a cartoon cat can do the trick – an Instacat to be precise (yes!)
Instacat is a new Google Chrome extension that lets desktop users interact with a cartoon bodega cat that is jumping around while they shop. Developed in partnership with MSCHF, Instacart hopes that the playful extension will contribute to increasing top of mind awareness among online shoppers.
Guillaume McIntyre, Instacart’s head of digital marketing, explained: “We decided to go with Instacat because people are familiar with the neighbourhood cat that often hangs out at your neighbourhood convenience store, and genuinely, people love cats, so it was a playful way of connecting with people.”
For the launch, Instacart relies on social ads to get more people to download the extension and, ultimately, drive more users to its online shopping services. Instacat is meant to be a temporary experiment to evaluate how much of an impact such playful ideas can have on Instacart’s growth.
As McIntyre said: “We’re playing in an industry that is almost a trillion-dollar industry. There hasn’t been much innovation around grocery shopping for quite some time. Everyone knows grocery shopping is bound to go online. What people don’t know is who is going to be the long-term leader.”
Can a cartoon cat do that? Who knows, cats are limitless after all.
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