Lapsed members are still shopping, but their past membership value is not visible at the moment they reconsider it.
A personalized value check protects relevance, while a simple return offer protects speed and message clarity.
Who you’d be doing this for
“I’m back ordering again, and I honestly can’t remember what I was getting for the membership fee.”
Rokia Fashola · Household grocery shopper
A former member who still builds grocery baskets but canceled after a quieter month of delivery use.
What is at stake
Forty-one percent of lapsed members still browse or price baskets within 60 days of cancellation. You have to weigh a personalized value check against a faster return offer for a limited test budget.
Why it isn’t already fixed
Every obvious fix costs something else. That’s the part you’d have to decide.
- personal relevance vs message simplicity
- fast offer response vs durable value learning
- paid-media efficiency vs broader activation insight
- historical behavior vs current household need
Why Instacart
Instacart+ retention depends on connecting delivery-fee savings, exclusive savings, and partner perks to a household’s current grocery routine.
Written with these in mind
Not your kind of problem? 41 more at Instacart, or browse every organization.
This is the setup. The work is inside.
Running it puts you in the room: the full situation and its constraints, stakeholders who push back in their own words, and the decisions that are yours to make. What you produce becomes a Day One Plan — work you can show someone instead of describing.