ATLANTA -- Convenience stores are generally known for satisfying consumers' impulse buys, but there's opportunity for retailers who consider the needs of the stock-up shopper, according to new insights from Coca-Cola Co.'s Knowledge and Insights iSHOP Study.
Compared to the average c-store visitor, the "future consumption" (FC) beverage shopper is more likely to be a younger, married Hispanic male. The study showed that this shopper comes from a larger household, for which he’s the primary grocery shopper, and tends to prepare for the trip to the convenience store with a shopping app.
On a typical beverage shopping trip, the FC beverage shopper is likely to:
- Purchase 2-liter bottles or 12-packs of beverages
- Shop in the afternoon or evening, Thursday through Saturday
- Spend six or more minutes in the store
- Buy three or more items for a total basket value of more than $10
- Look for ready-to-eat and fill-in foods, plus chips
The FC beverage shopper uses convenience stores to fill in the gaps between grocery visits. The study suggests retailers consider creating a “store within a store” that meets the needs of the FC beverage shopper. For example, while a grab-and-go section appeals to the traditional convenience retail shopper on a quick trip, a mini market filled with fresh, healthy and more premium offerings could help the FC beverage shopper on fill-in trips.
And don’t forget to merchandise salty snacks near the 2-liter bottles or 12-packs of mini cans; the FC beverage shopper is more likely to buy snacks and drinks together.
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