Schnucks and Wakefern Food have partnered with Instacart to launch in-store gamification quests, location-based coupons, and aisle-aware ad formats.

The new offerings, which are being rolled out to the retailers in partnership with several brands including General Mills and PepsiCo., build on the existing capabilities of Instacart’s AI-powered Caper Cart, a new type of shopping cart that incorporates a digital screen which recognises and weighs items.

Powered by NVIDIA Jetson, the shopping carts are equipped with artificial intelligence, cameras, sensors and an integrated scale, which work together to automatically recognise items. At the end of the shop, customers can checkout directly from the shopping cart.

Gamified missions are interactive in-store mini-games that seek to reward shoppers with credits and savings as they browse the aisles, with the aim of improving the customer experience.

Charlie McWeeney, VP of technology, digital and retail at Wakefern Food Corp, said: “As one of the first grocers to understand the value Caper Carts provide, we’re excited to introduce gamified experiences and expand access to digital coupons based on where customers are in the stores.”

Location-based coupons will notify shoppers of nearby discounts, with retailers being able to know where customers are in the store as they shop.

The technology aims to be tailored to each customer's needs, based on previous shopping experience and what appears in their Caper Cart as customers navigate the shop, Instacart said.

“Location-based coupons and investment into an expanded advertising platform on Caper Carts have the opportunity to be game-changing when it comes to offering a personalised experience for our customers,” said Bob Hardester, chief information and supply chain officer at Schnuck Markets Inc.

Aisle-aware advertising will adapt product promotions to shoppers' movements within the shop. In the next stage of testing, brands will be able to display their ads based on the customer's location and the addition of complementary items to their shopping cart.

“By testing tailored advertising on Instacart’s smart Caper Carts, we can connect directly with consumers the moment they turn down an aisle, highlighting products and offers that resonate with their specific shopping preferences,” said Mike Glaser, VP commerce marketing at PepsiCo.

David McIntosh, chief connected stores officer at Instacart, explained that the move is further proof of the company's commitment to transform shopping “from a chore to a fun adventure” by offering customers an interactive experience in every aisle of the grocery shop.

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