Channel Strategy Toolkit
Club
Share & Traffic
Club experienced the biggest increase in HHP for all channels, +1.7 pts
44%
of in-person grocery shopping happens in the Club Channel
The consumer wallet has changed, with share growth in value-based retailers
Quick Tips
1. With growing HH penetration, Club remains a critical channel for our system growth ambition
2. Continue to drive traffic and build basket by offering member value to shoppers
Quick Tips
The Coca-Cola portfolio is the most complete beverage portfolio with an offering for every shopper occasion and need
Consumer/Shoppers
Pricing remains the key reason why shoppers do not pick up a beverage in their basket
Quick Tips
Implement affordability zone and engage in customer’s loyalty platforms/apps to target value seeking shoppers and drive purchase intent
Omni Channel
Quick Tips
1. Leverage Salsify to ensure latest digital shelf content is represented on customer platforms (images, product descriptions)
2. Capitalize on GOAT marketing programs on digital platforms to interrupt the digital path to purchase
Quick Tips
1. Meet shoppers along their omni-channel path where they are connecting with our brands
2. Execute digital programs to effectively reach omni-channel shoppers especially New Canadians, Gen Z and Millennials
Summary Checklist
Traffic shifting favours the Club channel with more Canadians going to Club seeking value
Basket size and trip frequency is growing
Reason for Club as Store Choice:
- Best Overall Value (144)
- Save Money (136)
Reason for Trip to Club:
- Stock Up (133)
- Browse for Interesting Items (140)
- Special Occasions (141)
Higher basket spend in Club makes larger trips lucrative
Shoppers go to Club for larger trips
- Basket Size with a beverage included +2.3%
- Trip Frequency for a beverage +2.2%
Larger & higher income households over-index at Club. Wealthy immigrants make multicultural considerations key.
Shoppers go to Club for larger trips
- 38% of trips for fill-i
- 28% for stock up.
Target Zeros at Club as this option is driving SSD growth
Coke Zero at Costco
•16% buy rate
•+6% purchase frequency
Omni-Channel approach needed to meet digital shopper needs
Customers’ focus on technology drives online sales with larger baskets and greater convenience for all digital and in-store shoppers.
- Online Club trips are +9% since YA
The role of the Club channel continues to be to provide value Replenishment, interesting items and special occasions are also key motivators
