Broulim’s Grows E-Commerce Customers by 40% With Instacart’s Storefront Pro

Scaling Digital Success Across Idaho and Wyoming

As one of Idaho and Wyoming’s most recognized independent grocers, Broulim’s has long built its reputation on fresh, high-quality products and strong community connections across its 12 stores. But as grocery e-commerce became essential for customers, Broulim’s recognized that its legacy digital systems were holding back the business.

Multiple disconnected providers powered the company website, loyalty app, and e-commerce solution, creating a fragmented experience for customers and inefficiencies for store teams. To meet evolving customer expectations and unlock scalable growth, Broulim’s turned to the Instacart white-label e-commerce technology Storefront Pro — a unified platform built to help grocers simplify operations, scale efficiently, and compete effectively.

“At Broulim’s, we’re committed to delivering exceptional in-store experiences and personalized service that truly sets us apart,” said Robert Broulim, President of Broulim’s. “With StoreFront Pro, we’re able to extend that same level of excellence to our online storefronts—empowering us to operate seamlessly across channels and deliver even greater value to our customers.”

The Challenge: Scaling E-Commerce Beyond Operational Limits

Despite a loyal customer base, Broulim’s online sales had plateaued. Labor constraints and narrow fulfillment windows capped growth, while disconnected systems for e-commerce, loyalty and web content created an inconsistent customer journey.

Customers often encountered friction when placing orders at high-demand times — such as for delivery for that evening’s dinner — leaving national chains with more flexible fulfillment models to capture that business.

Broulim’s needed a platform that could remove these operational bottlenecks, unify the   customer experience and make it easier to scale digital growth without adding complexity and labor. 

The Solution: One Platform, Unified Experience

Storefront Pro allowed Broulim’s to consolidate multiple systems into a single, cohesive program connecting e-commerce, marketing, and loyalty. This created a fully branded, omnichannel experience that gives customers one seamless way to shop and engage. 

The platform’s built-in fulfillment services brought new operational flexibility. With dynamic, demand-based ordering options, powered by Instacart’s extensive shopper network, Broulim’s expanded delivery and pickup capacity without adding significant in-store labor. Orders process faster, and customers enjoy greater flexibility when choosing fulfillment times.

“For us, the biggest win has been simplicity,” said Skyler Oswald, VP of Fresh & Marketing at Broulim’s. “Storefront Pro replaced three disconnected systems with one unified platform. It’s easier for our teams to manage, and it delivers a smoother, more consistent experience for our customers across every channel.”

The Results: A Better Customer Experience That Drives Growth

Since launching on Storefront Pro in July 2025, Broulim’s has seen measurable improvements in both customer engagement and business performance. Customers can now browse weekly ads, clip digital coupons, earn loyalty rewards, and place online orders — all within one unified storefront that looks and feels like the Broulim’s brand they know and trust.

This improved experience has fueled strong business results. Compared to the same period last year on its previous platform, Broulim’s has achieved:

• 14% year-over-year GMV growth

• 40% increase in users, while maintaining a strong basket size 

Additionally, approximately 70% of e-commerce fees were covered by net-new Carrot Ads retail media revenue in the first months following their launch.   

Customers are engaging more often and across more touchpoints - driven by faster fulfillment, intuitive navigation, and the ability to shop on their own terms — whether planning ahead or ordering last-minute for dinner.

Operationally, Storefront Pro has empowered Bruoulim’s teams to deliver excellence with ease. Real-time dashboards surface order trends, satisfaction ratings, and image coverage so managers can quickly understand what’s working and where to improve, and customer satisfaction now averages 4.7 out of 5.

They are realizing immediate value from the enhanced capabilities offered through Storefront Pro, including advanced features like complex promotions, digital coupons, and rewards pricing not previously available to them. Enhanced search functionality also connects customers more easily to digital coupons, weekly promotions, pharmacy information, and in-store services. And with in-store shopping mode, customers can use their phones to create lists, check off items, and explore new products — blending digital convenience with the in-store discovery Broulim’s is known for.

With integrations to its loyalty program and Instacart’s perimeter order management technology, FoodStorm, Broulim’s can deliver an even more unified, customer-led omnichannel experience that meets shoppers wherever they are.

Built for Growth, Profitability, and Long-Term Success

For a regional grocer of Broulim’s size, Storefront Pro provides the foundation to grow profitably while keeping its brand front and center. The platform allows Broulim’s to offer the same convenience and digital sophistication as national chains — without sacrificing the personal service and community trust that define its success.

“We’ve strengthened our position as a regional leader by embracing digital innovation. Our online business is growing, our customers are more engaged than ever, and we’re better equipped to serve them wherever and however they choose to shop.” – Robert Broulim, President of Broulim’s.

As Broulim’s continues to expand into new markets and evolve its offerings, Storefront Pro positions the grocer to stay ahead of customer expectations and industry trends with a future-ready, customer-first approach.

Broulim’s success shows how regional grocers can modernize operations, unify digital channels, and drive measurable e-commerce growth — all without adding complexity. With Instacart’s Storefront Pro, independent retailers gain the scale, speed, and simplicity they need to thrive in a competitive grocery landscape.

Disclaimer: These results are based on store-level performance. Past performance is not indicative of future outcomes. Actual results may vary by store, region, and retailer.