Convenience retailers, are you on the right paths? Paths to purchase, that is.
Recently, The Coca-Cola Company brought its industry-leading experience to the NACS 2015 show in Las Vegas and offered invaluable insight into the four major path-to-purchase destinations where convenience store retailers can recruit shoppers and drive revenue by optimizing the shopping experience.
Scott Tillman, group director of Commercial Operations for
The Coca-Cola Company, notes that each of these four zones highlights
The Coca-Cola Commitment: six core capabilities offered to our convenience retail partners to help them achieve their goals.
These six capabilities include actionable insights; branding, beverage and industry expertise; preferred categories and leading brands; differentiated shopper marketing solutions; engaging local activation and operational and executional excellence.
As you learn more about each path to purchase, you’ll learn about how partnering with The Coca-Cola Company can help you grow your business.
Path No. 1, the Gas Pump
Coca-Cola is always testing and learning from innovative solutions to deliver value to both customers and shoppers. When it comes to the gas pump, one of these solutions is proximity marketing. C-stores have an opportunity to reach social shoppers through proximity marketing, which delivers offers and product information in close proximity to the product. One example of this is beacon technology. We partner with our CR customers’ apps on promotions to increase their sales while gathering data on what types of offers perform well.
Path No. 2, the Impulse Zone
The impulse zone also offers significant opportunity for retailers. To help our c-store partners capitalize on unplanned purchases, we leverage relevant proprietary research and offer merchandising and point-of-purchase solutions including snacking and hydration occasion-based bundled offers, gas-and-go segmented merchandising and more.
Path No. 3, the Foodservice Area
Foodservice is one of the primary drivers of growth in convenience retail. That’s why we leverage our foodservice expertise to provide insights on menu board and brand optimization, bundling best practices and zoned communication strategies. Coca-Cola also has the CR Fountain Sales Accelerator, which provides research-based direction on fountain valve sets to optimize cups sold. Recommendations are specific to each c-store, based on region, shopper segments and daypart.
Path No. 4, the Cold Vault
The cold vault continues to be the most valuable piece of real estate in the store, with $1.5 billion in growth over the past 52 weeks, according to Nielsen data. We offer research and insights to ensure that this remains our customers’ most valuable and hardest-working asset.
We’re also continuously adding new products to our portfolio to drive category incidence. Some of the newest additions are Minute Maid® Sparkling, Gold Peak® Peach and Raspberry, POWERADE® Twisted Blackberry™ and Watermelon Strawberry Wave™ flavors.