The majority of Instacart users are considered regular customers, meaning they have placed between 10 and 40 orders. The fewest number of Instacart users are considered new users, with less then 10 total orders. In order to retain customers, or encourage new customers to transition to regular or loyal customers, it would be recommended to facilitate a loyalty incentive, such as special offers, discounted purchases or other signs of customer appreciation.

All types of customers purchase mid-level priced products with the most frequency ( between $5 and 15). New customers purchase the least number of high-value products, while regular customers purchase the highest amounts of mid-range products. As they make up the majority of instacart customers, this is to be expected. New customers have the highest mean product purchase price of $13.29 ,while loyal customers have the lowest average product purchase price of $10.38. Increasing marketing to loyal customers can bring up the average of their product prices. As they are the second largest group of instacart users, this has potential to increase overall company profit.

The majority of instacart users are in the Southern and Western Regions, however the region with the highest average total spending and the highest mean product price are the Midwest. The midwest is also the region with the highest average income, indicating that income has an influence on total spending. While the majority of instacart users are located in the southern region, this group nhas the lowest average total spending. By increasing marketing resources to this region, average total spending per user can be increased, thus increasing overall instacart sales.

Despite there being an indication that total income increases with age, there is no correlation between age and total product purchases. While the majority of instacart users are married, the two demographic groups with the highest total spending are single parents and middle aged married parents. This suggests that marital status is less of determining factor on overall sales than parenthood status. Single middle aged adults have the highest overall total spending average, suggesting that customers between 35-65 are more likely to be higher or more consistent spenders. Targeting parents and middle-aged instacart users when it comes to advertising can not only increase profit but also retain customers of regular and loyal status (which are shown to be more consistent and higher spenders).

Age doesn't necessarily have a direct impact on average total spending per instacart user, the different demographic classifications that the majority of instacart users are middle class, middle aged, parents, and most likely to purchase goods from produce, snacks, and meat&dairy. This could indicate that a lot of instacart users opt for the service to save time in the grocery store and prioritize convenience. By marketing instacart as convenient and time saving, the platform can expect to retain users of the aforementioned demographic. Increasing availability of co-ops, local markets, or other percieved healthy grocery stores has potential to increase sales as well, as those demographics will typically try to prioritize the health of their dependents.

Single middle aged adults and single parents have the highest average total expenditure. The single parents group encompasses all ages, but overall it can be seen that the middle aged group tends to spend the most on average. When it comes to individual product price, young parents have the highest average product purchase price but also some of the lowest household income. Income and age are shown to be related, with the top earners being married and single seniors. By continuing to market instacart as convenient and appealing to parents, utilizing loyalty programs and increasing marketing in regions with larger populations will increase the number of instacrt users. Offering a wider variety of grocery/convenience stores, particularly local, will incentivize health-conscious customers to continue to purchase fresh products such as produce and dairy/eggs. Considering an increase in marketing midweek to boost slower sales will also likely have a positive impact on Instacarts overall performance.