Modern Retail: How Umamicart uses shoppable recipes to drive sales

“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.”

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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