The holiday season is a time for celebration, family and fun, but it also means busier schedules and longer to-do lists for shoppers. A shopper who is pressed for time is likely to prioritize convenient solutions. While the convenience channel has long been the quickest stop for must-have items on the go, Keurig Dr Pepper custom research suggests that shoppers no longer feel convenience stores’ value proposition is unique enough to consistently rationalize price premiums given the influx of frictionless tactics implemented across the entire retail landscape.1
Therefore, all c-stores have the opportunity to drive traffic by elevating the perception of what they can provide the shopper for the cost of the visit, both from the perspective of time and product price.
The holiday season presents a fantastic opportunity to drive traffic to stores by providing valuable solutions for shoppers. Celebrations are aplenty in December, so c-stores are a natural destination for party fixings. Help shoppers keep c-stores top of mind for their party planning and attendance with clearly marked and promoted “party stations” and/or “party bundles” featuring mixers, lemons, limes, cups and ice. Drinks such as Canada Dry, Squirt and 7UP help shoppers get in the spirit with their festive holiday sweater packaging and are sure to be crowd pleasers.
To further up the holiday ante, consider placing a portion of party-sized beverages in barrels or coolers for last-minute party purchases. Custom research by Keurig Dr Pepper identified a demand for chilled, large-pack beverages that are ready to be enjoyed immediately.2 Identifying your store as the perfect party guest destination is sure to be a point of differentiation for the busy season.
Holiday break from schools offer families even more quality time together. C-stores can drive traffic by providing solutions for families to build memories outside of traditional holiday parties. Consider pairing popcorn and family-friendly refreshments, such as A&W and Sunkist flavored sodas for movie night bundles, or warm drinks such as coffee and hot chocolate for family holiday light tours.
This season, take the opportunity to connect with shoppers by providing relevant solutions to help give them back more time in their day and spend more time with the ones they love.
1. KDP Traffic Decline Quantitative Survey, November 2017
2. KDP Traffic Decline Quantitative Survey, November 2017
This post is sponsored by Keurig Dr Pepper