DoorDash Hands Brands Live Shelf Data and Retail Insights
Local commerce platform DoorDash introduced a platform that provides brands with purchase-based signals from consumer orders and audit-based signals from shelf scans, the company said in a Wednesday (Sept. 23) press release. With this information, the new Brand Center delivers insights into on-shelf availability and out-of-stock trends, the choices shoppers make when an item is […] The post…
DoorDash unveiled a new platform, Brand Center, that offers brands real-time shelf data and retail insights, the company announced on September 23. The platform combines purchase-based signals from consumer orders with shelf scan data to provide information on on-shelf availability, out-of-stock trends, consumer behavior when items are unavailable, and product presentation across retailers on DoorDash.
Brands using Brand Center can also manage their product images, descriptions, and categories, ensuring accurate and complete information is displayed across DoorDash retailers.
Fuad Hannon, DoorDash's vice president of new verticals, stated that Brand Center is part of the company's commitment to local commerce and aims to help brands strengthen their performance and that of their retail partners. Hannon explained that Brand Center represents an evolution of DoorDash's Ads Manager, offering brands a unified view of growth factors beyond media investment.
The new platform comes as DoorDash's local commerce, including grocery, retail, and other non-restaurant verticals, is growing faster than its core restaurant business. According to June figures, DoorDash reported that these verticals are on track to achieve positive gross profit by the end of the year. The company's basket sizes have been increasing as customers who initially order from restaurants expand their purchases to include grocery and retail items.
DoorDash also introduced several AI-powered tools for merchants in May, designed to streamline onboarding, video content management, photo enhancement, branded website creation, and marketing campaign automation. Brian Tolkin, head of merchant product at DoorDash, emphasized that these tools should eliminate friction for merchants.
Since its inception, DoorDash has transformed from a food delivery app into a comprehensive commerce platform, integrating software, advertising, fulfillment, and autonomy to empower local businesses to compete with larger digital players.
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