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Hello, welcome back to NRA and 
the Retail Podcast Interviews 

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with Actually, a brand that I've
wanted to interview for a long 

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time. 
I'm joined by Alice's Head of 

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Strategy. 
Market strategy? 

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Market strategy. 
That was only the 4th time that 

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I've tried to do that. 
But so Alex, so those who don't 

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know because you, you are a 
North American place. 

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Yeah. 
And in some really cool grocers 

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like Wegmans, who Rezar, well, 
the pets, everything. 

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I think they're just amazing. 
It's like, well, you imagine the

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future of grocery to be all 
around discovery. 

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In my mind, there's like, that's
where a grocery felt anyway, 

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going off topic. 
So tell me about Infragard, tell

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me about what you do Instagram, 
and let's take it from there. 

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In terms of the history lesson, 
where else where we all started 

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off when we started working with
our advertisers is our app. 

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And so again, when you think 
about it advertisers objectives,

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what they're really trying to do
is find their consumer that 

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actually likes their products 
and move products off the 

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shelves. 
And so it was very interesting 

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for advertisers to work with us 
and invest in the Instacart ad 

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network because what you're 
basically essentially able to do

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is log into the ad platform and 
say, look, I have some business 

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objectives that want to do. 
I want to either find new 

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customers or I want to grow my 
basket sizes or move more sales.

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And we're able to do that 
through different ad formats 

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across our network. 
And so that's historically has 

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always been on our marketplace. 
Where we've taken it the last 

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few years is actually through 
our solutions because we're 

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constantly part of the retailers
to think about how do we drive 

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digital transformation in your 
stores. 

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Yeah, well, every time we do 
that, we actually create new 

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advertising opportunities. 
Wow. 

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And so the last few years we've 
been partnering with our 

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retailers to create their own 
media channels. 

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And so you'll hear us talk a lot
about Carrot ads, which is our 

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retailers option to create their
own retail media network. 

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Control was what? 
Why would I do that? 

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Profitability, right? 
Well, so I can charge more of a 

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premium for my network. 
So, yeah, So basically, I think 

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that if you look at the industry
today, yeah, most of what the 

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retailers are talking about is, 
look, is it really worth it for 

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me to actually spend the time 
and invest in creating a retail 

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media network? 
It seems like it's limited to 

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only the big players because at 
the end of the day and you don't

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have the audience, then will the
advertiser really come, right. 

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And So what we're able to do is 
actually none of the playing 

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field a little bit for both the 
the retailers, but also allow 

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our advertisers to reach all 
different channels to meet new 

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audiences. 
And So what we're doing is that 

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same network that our 5500 
grammes is already investing in.

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We're extending all those ad 
formats into our retailers own 

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channels. 
Yeah. 

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And did you get any numbers on 
the amount of cross sell 

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conversion up? 
So is that like something you 

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track or can the retainer track 
though? 

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Absolutely. 
I think that's. 

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Absolutely. 
A lot of people. 

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I think, I think what we're so 
excited about is that, look, 

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it's not like advertising is new
to retailers. 

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They've been doing it for me 
just. 

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But what's always been 
challenging from that 

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relationship is advertisers 
saying, look, I have to go to my

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CFO, is this campaign working? 
And often traditional print or 

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traditional way, the advertising
is really tough to measure, 

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incrementality. 
And so when you do a digital 

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retail, media network of this, 
you could get measurement very 

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quickly, almost real time. 
You're able to understand who's 

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buying your products and you'll 
reach your consumers a lot 

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better. 
You could target them. 

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And so yeah, absolutely. 
No, fantastic. 

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Wait, what's your vision of the 
future? 

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Actually, 2 two final questions 
from being here for the last 

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three days. 
What's been the one question 

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when people come to you? 
What? 

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What's the number one thing at 
top of mind for them? 

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And then give me sort of like a 
a vision of the future. 

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Yeah, I often get asked, is it 
really worth it for me to spend 

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my dollars in my resources to 
build a retail media network, 

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Right. 
And I think the biggest thing 

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that we could tell them is yes, 
if you get through the cold 

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start problem, meaning as long 
as you're able to get the 

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advertisers to participate and 
that's what really we're we're 

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here to do with helping our 
progress, helping source demand 

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for them be part of our network 
And so they're able to actually 

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get over that objection there. 
So we're excited about that. 

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And your second question is 
about vision. 

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Look, I think that groceries are
really exciting space right now.

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And really the number one reason
for that is because even though 

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it's an age-old practise getting
your groceries, what's unique 

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about groceries that you have 
multiple touch points with your 

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customer in a week. 
Compare that to other 

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industries, you may see them 
three times a year, 6 * a year. 

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Yeah. 
Groceries you can see up to two 

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to three times a week. 
Yeah. 

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So think actually from an 
advertiser perspective, think 

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about how much you know about 
your customer that is so 

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fantastic from advertisers lens.
And so I think what retailers 

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really have in their hands is a 
pool of data in a pool of 

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opportunity to partner with the 
advertisers and to really help 

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monetize their surfaces who Dr 
profitability. 

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Alice absolutely wonderful. 
Thank. 

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You so much. 
Thank you so much.