- Connect with multi-cultural shopper by adding relevant assortment (eg flavors multipacks)
Channel Strategy Toolkit
Channel Strategy Toolkit
Club
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
Shopper Profile
Boomer and Gen X Females
Psychographics & Behaviors
Life Style
Passion Points
Digital
How Shoppers Shop
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