Instacart is a grocery delivery service that offers several benefits, the main one being the convenience of having your groceries delivered right to your door. It is becoming mainstream now that grocery delivery services are more popular than ever due to COVID-19.
According to Statista, the retail e-commerce revenue in Canada was $32 billion USD in 2021, and food and beverage sales accounted for 2.9% of it.
Keeping this in mind, Caddle asked our Daily Survey Panel about their thoughts on Instacart.
Who’s Using Instacart?
Caddle discovered that Instacart usage has increased over time among current users. Users who used Instacart at least once a week went up to 63% in Q4 as compared to the 50% in Q2. It’s safe to say this is a good sign for the brand as it shows increased customer loyalty.
What’s Your Instacart Order?
Instacart users in Q4 are using the service to shop more for non-perishable / non-grocery items as the top two retailers customers shop at are Indigo (37%) and Bed Bath & Beyond (24%). Shopping from stores like Indigo could be associated with the increased holiday shopping during Q4 as popular stores such as Costco saw a decrease in shoppers during Q4 when compared with data from Q3.
Caddle discovered that Instacart has a high Net Promoter Score (NPS), NPS is “a trusted research methodology that provides an index to measure the willingness of consumers to recommend a company’s products and/or services to others based on their experience.NPS = % 9-10 ratings minus % 0-6 ratings”.
Instacart had an NPS of 67 in Q4, compared to 53 in Q2. The reason for this could be the increased satisfaction among customers. When asked “Why do you use Instacart?” The top reason was its convenience (23%) followed by that it is “User friendly” (21%).
Instacart has loyal users as their usage has increased among current users. Users who used Instacart at least once a week went up to 63% in Q4 as compared to the 50% in Q2.
Instacart users this quarter are using the service to shop more for non-perishable items as the top retailer customers shopped is Indigo (37%).
The top reason for using Instacart was its convenience (23%) followed by that it is “User friendly” (21%).