Instacart turned to geospatial analysis to address these challenges. By using geospatial analysis, the company was able to identify areas where they had been overly conservative in their approach and make a case for a more aggressive growth strategy. This involved making it more likely for customers to see their preferred grocers when they log onto the app, thereby encouraging them to try the service. The company also used geospatial analysis to offer a wider variety of retailers, encouraging customers to place more orders throughout the month. For the retailers, this approach provided an opportunity to reach entirely new customer bases, leading to incremental revenue and deepening relationships. Looking ahead, Instacart plans to continue using geospatial analysis to push the frontier of who and where they serve, varying service levels, pricing, and other elements based on customers' locations relative to stores.
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