Seventy percent of convenience-store shoppers enter a store with an intent to buy a beverage, but only 43% of those have a specific brand in mind when they enter the store, according to an Over the Shoulder/Egg Strategy Research study.
The opportunity? “There are a lot if impulsive people making their way thorugh the store,” said Sam Brewster, manager of shopper insights for Dr Pepper Snapple Group, Plano, Texas, during CSP’s Cold Vault Summit as he discussed the results of the study.
According to the results, carbonated soft drinks are c-stores’ No. 1 planned beverage purchase/trip driver, with 51% of all beverage shoppers walking straight to the cooler when they enter a store.
But with 57% of beverage shoppers going in with no specific brand in mind, there’s a lot of room to drive impulse buying.
“Many c-store shoppers are loyal to particular stores because they offer a good selection of beverages,” Brewster said. “Shoppers want the staple brands, plus a wide variety of beverage types, brands and flavors.
“Target them with communications across the store,” he suggested. “Use product-focused, experiential messaging. Make your store an explorer’s destination by offering a variety of types and flavors.”
The most effective in-store communications, Brewster said, link a product to the shopper’s occasion/need state or use of appealing graphicss/copy to make the product immediately craveable.
According to the report, the top store choice drivers are convenient location, quick in-and-out, bottle/can beverage variety, fountain beverage variety/quality, cleanliness and food quality.