The platform expands on DoorDash's advertising tools but moves beyond measuring advertising performance. Shutterstock
DoorDash is giving consumer brands a new way to track what is happening on grocery and retail shelves, including when products are out of stock and what shoppers buy instead.
The delivery company on Wednesday introduced Brand Center, a platform that combines data from consumer purchases with information collected by Dashers inside stores. The system is designed to give brands a more detailed view of product availability, assortment and consumer behavior across DoorDash's retail network.
The platform expands on DoorDash's advertising tools but moves beyond measuring advertising performance. Brands can use it to identify stores where products are unavailable, examine how shoppers respond to out-of-stocks and find gaps in online product listings.
"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," Fuad Hannon, vice president of New Verticals at DoorDash, said in a statement.
Hannon said the platform gives brands visibility into factors ...