On any given day, more than 800 people shop inside a typical convenience store, and of these customers, half will buy a beverage. But each beverage buyer walks into the store with a different mindset and is looking to fulfill different needs. That mindset can change from visit to visit, along with the shopper’s level of engagement.
For c-stores, identifying these mindsets—and catering to them—can be a way to boost beverage sales. Here’s a look at several types of shoppers and how retailers can effectively target them both in and out of the store.
The most common shopper mindset is less engaged: “Ritualistic Runners,” who follow a set routine, and “Bargain Buyers,” who look for the best deal. These are the customers we regularly see around the same time, making their usual purchases of coffee, colas and other items such as tobacco, lottery tickets and fuel.
These shoppers are also pressed for time and highly price conscious, and the convenience-store visit is one of many stops they’ll make during the day. Shoppers with this mindset make up 67% of all buying occasions but 54% of total food and beverage spend because they are motivated mainly by price.
Running parallel to these groups are the “Strategic Adventurers” and “Passion Seekers.” Shoppers in these mindsets are looking for a rewarding experience. Although they only account for 33% of occasions, these more emotionally engaged shopper mindsets account for more than their fair share of food and beverage spend at 46%.
These shoppers often start their search before even entering the store, prompted by outdoor signs and banners. Their senses are engaged by ready-to-eat foods and bottle/can and fountain beverages inside of the store.
Strategic Adventurers are also looking for an emotional payoff at a good price, and they are open to influence. They plan to buy flavored sodas, alcohol and energy drinks, because these categories not only deliver on emotional benefits, but they also often feature price-driven promotions that make them well-suited to satisfy shoppers in this mindset.
Sixty percent of these shoppers don’t have a beverage brand in mind when they enter the store, which means that they can be influenced by browsing the choices in the cooler. Products that deliver on flavor, as well as delight—such as Dr Pepper Cherry—are very relevant to these emotionally engaged shoppers. As more operators are using their assortment to appeal to this shopper, Dr Pepper Cherry has become the fastest growing cherry soda.
Ready-to-eat food is also a key point of interest for these emotionally engaged shoppers, and they love to pair tantalizing food with an equally tantalizing beverage. How good does a Dr Pepper Cherry sound with a glazed donut? Or what about with a slice of pepperoni pizza? Dr Pepper Cherry consumers are more likely to say they drink Dr Pepper Cherry because it goes well with food or snacks than they are other CSDs.
Whether they are in a more routine or an emotional frame of mind, all shoppers are key to driving growth. Deals and low prices will catch the attention of less engaged shoppers in store, and key trip drivers, such as fresh quality, colas and lottery, will keep these shoppers satisfied.
However, the opportunity to appeal to the shopper in a more emotional state is significant. Capture their senses before they enter the store. Once they’re inside, appeal to their need for a reward or treat through visual merchandising, and deliver on providing those treats through delightful and flavorful product offerings. No matter how busy and routine the day can get, everyone wants to reward themselves with a little cherry on top.
Sources: DPSG 3rd Party Research, Kantar World Panel, June 2015
This post is sponsored by Keurig Dr Pepper