Steal This Idea: Leverage Back-to-School Season for Sales

PepsiCo data shows how retailers can capitalize on shopping trends
School lunchbox
Photograph: Shutterstock

CHICAGO — Students are returning to school soon, and convenience stores might be able to make extra sales based on research from pepviz, PepsiCo’s data arm.

Recent back-to-school shopping trends reveal consumers this season will aim:

  • To save time and gas by shopping closer to home. Pre-pandemic life’s hustle is back, and people want simple solutions that fit their schedules, Purchase, N.Y.-based PepsiCo said. Consumers will seek pre-packaged items like Sabra hummus and single-serve mini cans and bottles that fit easily into lunch kits. In terms of functionality, consumers want grab-and-go experiences, “creating an opportunity for retailers who put back-to-school products front and center,” the company said.
  • For better values by altering their value equation beyond affordability. “Time is a commodity, and although people are seeking lower prices, they also value the shopping experience and product selection,” PepsiCo said. “Retailers can capitalize on this craving for curated, relevant offerings by better understanding their different shopper segments.” For example, “thrifters” want the best deal and seek coupons and value products like Rold Gold and Funyuns. Meanwhile, “deliberate shoppers” want just the right amount and might prefer an eight-count pack of potato chips, whereas a “busy go-getter” who wants fast and easy delivery might choose bulk variety packs.
  • For more relevance due to how the pandemic’s e-commerce boom has empowered them to demand the products where, when and how they want them. “From mobile-order delivery to curbside pickup to unattended retail where customers can check out on their own, an omnichannel ecosystem is more important than ever,” PepsiCo said. “By leaning in and creating a 360-degree customized shopping experience, retailers can build loyalty and increase spending.”

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