- Connect with multi-cultural shopper by adding relevant assortment (eg flavors multipacks)
Channel Strategy Toolkit
Channel Strategy Toolkit
Club
Shopper Profile
Retail Environment
Membership‑based warehouse stores selling goods in larger pack sizes at strong unit value. Limited SKUs, efficient merchandising, and focus on bulk buying.
Shopper Motivations
Value‑oriented families and small businesses aiming to save money via bulk purchases. Seek quality products at lower per‑unit costs, often for pantry stocking or event planning.
Key Customers
Boomer and Gen X Females
Psychographics & Behaviors
Life Style
Passion Points
Digital
Key Metrics
Stock up trips represent the largest opportunity in the Club channel
Quick Tips
Drive Pantry Stocking trips through high-impactful lobby displays and in-aisle beverage executions
Connecting with the Shopper
1. AVAILABILITY
2. ACTIVATION & POI
- Engage shopper on relevant passion points by bringing on pack promotions to Club (eg Epic)
- Communicate on pack promotions via customer’s flyers / magazines
3. DIGITAL
- Convert digital shopper by integrating into retailers' programs and websites
- Integrate ad activity and marketing activations in digital flyers
Convert the Non-KO shopper with cross-category touchpoints in key high traffic areas
Source: P2P, Retail, Visited Location in Store for a Retail Beverage Trip (CL2), Supermarkets, Q4 2024
Source: Numerator Insights, Basket Composition, Trip excluding Manufacturer = Coca-Cola, Conventional Grocery, L52 Weeks P/E May 2025
Source: Numerator Insights, Basket Composition, Trip excluding Manufacturer = Coca-Cola, Conventional Grocery, L52 Weeks P/E May 2025
Quick Tips
1. Ensure beverage presence and opportunities exist around the key visited locations in store
2. Intercept the shopper who is purchasing soft drinks but not KO in areas we know they are more likely to visit, like Produce, Meats, Snacking, Water, Dairy and Bakery
3. Interrupt the New Canadian shopper in areas where they are more likely to visit like vegetables, eggs, chicken, dry soups etc.
Deeper dive into what members value about Club stores
