ATLANTA -- Coffee and beverages are the two convenience-store products most likely to motivate gasoline customers to make an in-store purchase, according to new data from The Coca-Cola Co.
Of all categories, coffee and nonalcoholic beverages are the most likely to motivate in-store purchases when featured on signage at the pump, according to the report, which goes on to specify that 49% of consumers surveyed said coffee was the most motivating, and 42% said nonalcohol beverages were the most motivating.
The data comes from a Coca-Cola proprietary insights tracker called Thursday Insights Research Survey Tracker, or THIRST. THIRST is a survey system of the Coca-Cola North America Knowledge & Insights group, which looks into hot topics and ongoing conversations in the retail industry. The recent survey was conducted based on a drop in c-store foot traffic in recent months.
“If we could better understand how to get fuel shoppers to go inside, we’d be better positioned to help retailers improve their game and grow their business,” said Daren Sorenson, director of retail and shopper insights at The Coca-Cola Co., Atlanta. “We’ve long known that good consumer messaging is effective. What we didn’t know is how much this applies to the gas island.”
The recent survey, conducted July 2017, shows:
- Three-quarters of all c-store fuel shoppers do not purchase in-store merchandise. Among them:
- 52% of shoppers purchase fuel only and pay at the pump.
- 22% purchase fuel only and pay inside.
- 26% purchase fuel and make an in-store purchase.
- Nearly all c-store gas purchasers recall seeing product signage at or near the gas pump (97%), and the majority have a positive opinion of the ads (describing them as helpful and/or interesting).
- A large proportion of c-store shoppers claim that gas-island signage has driven them to make an in-store purchase.
- 32% noticed signage for a product or promotion that influenced a purchase on the same visit.
- 21% noticed signage for a product or promotion that influenced a future purchase.
- Promotions offering discounts on fuel and in-store merchandise are the most likely to drive fuel shoppers in-store.
- Hispanics and older millennials are more influenced by ads that highlight in-store promotions, seasonal products and new products than other shoppers.
- Shoppers prefer accumulating fuel points through store loyalty programs over other promotions like “Spend $10 inside the store and get 10 cents off per gallon.”