PYMNTS MonitorEdge May 2024

DoorDash Expands Alcohol Delivery and Retail Media Offerings


DoorDash is introducing retail media solutions as it expands its alcohol delivery service.

The company is expanding its alcohol delivery partnerships with several retailers, including select Food Lion, Giant Food and Stop & Shop locations, according to a Tuesday (June 11) press release.

“In 2023, the total number of liquor stores available on DoorDash in the U.S. increased by more than 60%,” said DoorDash Vice President of New Verticals Fuad Hannon in the release. “Today, DoorDash is the U.S. category share leader for third-party liquor store delivery sales. As consumers enjoy the best of their communities conveniently and safely, local merchants are growing their businesses while Dashers have more earnings opportunities.”

In addition to expanding the delivery service, DoorDash is also investing in new advertising solutions, per the release.

For example, brands “can now convert high-intent customers at the point of purchase with sponsored products, available starting today on our Ads Manager UI and through our API partners, Flywheel and Pacvue,” DoorDash said in the release.

Brands including Anheuser-Busch and Molson Coors are already seeing increased sales from this feature, according to the release.

DoorDash is also offering “Occasion Branded Campaigns,” designed to connect with consumers for notable celebrations like Super Bowl Sunday, St. Patrick’s Day and Cinco de Mayo “to drive awareness and conversion,” per the release.

In addition, the company has teamed with MikMak to let brands “reach and convert DoorDash’s millions of active global monthly users across all channels … with deep insight into the associated shopper behaviors and attributable sales,” the release said.

A separate collaboration with Symbiosys.AI lets brands use “advanced targeting and optimization algorithms” to reach new audiences on offsite advertising channels, according to the release.

The news comes amid a transformation in advertising. Financial services firms like J.P. Morgan Chase and PayPal, for example, are creating ad networks that use data from user purchases.

“Creating these new lines of businesses and revenues — and a new way to serve customers — is a milestone,” Banyan President Alpesh Chokshi told PYMNTS last week.

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