Unilever Using Instacart to Test and Learn

In Retailwire:

" ... Unilever is one of dozens of CPG partners finding Instacart to be more effective in certain ways when promoting their brands than traditional shopper and in-store marketing in the brick & mortar environment. .... “The big dilemma for brands is how do they affect the consumer in that ‘last mile,’” Dan Bourgault, head of brand partnerships for Instacart, told CPGmatters. “Well, we’re the last few inches, with people sitting with the phone in their hand selecting where they want to shop and what they want to buy.” ... '