May 19, 2022

Modern Retail: How Umamicart uses shoppable recipes to drive sales

Modern Retail excerpt: 

" 'Retailers are looking for ways to pull people in. They can monetize audiences when those audiences are on their owned and operated properties,' said Molly McFarland, co-founder and chief revenue officer of mobile advertising company AdAdapted. 'Recipes are a good way to do that.'

Other retailers have inked partnerships with publishers for their shoppable recipe strategy. For Instance, grocery delivery and pick-up firm Instacart has unveiled shoppable recipes in March through strategic integrations on various platforms, including Hearst Magazines properties like Delish and Good Housekeeping. Publishers are a more common avenue for consumers to discover recipes, McFarland said."

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