DoorDash has introduced Brand Center, a platform designed to support retail intelligence, advertising, and catalog management.
The platform supports marketing, logistics, category, e-commerce, and national account teams. It aids in understanding the elements that drive brand growth both digitally and physically.
Brand Center is based on the existing advertising offerings from DoorDash. The Brand Center also allows brands to enhance their products’ visibility and availability. For instance, brands can detect any in-store availability deficiencies and also update their products’ details. The platform, on its end, aggregates multiple commerce signals together.
“Brand Center is part of DoorDash’s broader investment in local commerce, providing brands with insights that help strengthen performance for their business and retail partners,” said Fuad Hannon, VP of New Verticals at DoorDash. “As the next evolution of Ads Manager, we built on the advertising portal brands already use and expanded the platform with a shared view of what is shaping growth beyond media investment. That means clearer visibility into everything from on-shelf product availability and shopper substitution behavior to catalog content and campaign performance.”
According to DoorDash, the cost of inventory distortion is approximately $1.7 trillion per year for the retail industry worldwide. Out-of-stock and overstocking issues contribute heavily to this problem. It operates in over 200,000 retail and grocery stores. It also collaborates with over nine million Dashers in its marketplaces.
In this case, DoorDash is able to monitor commerce transactions in the areas of search, purchase, and shelf. The Brand Center integrates consumer signals based on purchases with the shelf scan. In cases where the inventory data indicates any problem with the physical shelf, the brands can leverage Merchandising Tasks.
Brand Center Connects Retail and Consumer Insights
These include shelf auditing, stock replenishment, stock counts, and merchandising. The Brand Center offers other capabilities to retail teams. Inventory Insights links consumer orders with more than a million shelf signals daily.
AI analyzes these data for availability and out-of-stock trends. It also allows brands to detect impacted stores and lost revenue opportunities. Consumer Substitution insights tell which brands or products customers go for once the product is out of stock. Around 12% pick up competing brands/products.
Over 40% prefer to get refunds rather than switch to alternatives, says DoorDash. Assortment Insights allows brands to look at their product listings through retailers. Brands are able to find out which products lack listings.
Catalog Editor, on the other hand, allows eligible brands to control their product images, descriptions, and categories. Brand Center helps in DoorDash’s overall retail strategy and marketplace expansion. It includes retail partners such as SKIMS, Gap, Kohl’s, and many others. The platform is currently available for all U.S. advertisers. There are some Brand Center features available only for eligible advertisers.
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