Channel Strategy Toolkit

Shopper Profile

Retail Environment
Small footprint stores attached to gas stations or in high‑traffic urban locations. Stock quick, ready‑to‑consume items, and operate long hours or 24/7.

Shopper Motivations
Immediate needs or impulse purchases. Desire for speed, proximity, and convenience outweighs price sensitivity. Targeted toward commuters, travelers, and urban consumers on the go.

Key Customers

GAS SHOPPER

Gen X/Boomer Male

White and Aboriginal. Mid-to-High Income. Smaller Households.

Quick Tips

Significantly over indexed on Gen X, providing an opportunity for driving recruitment
Communicate occasions which resonate with Male shopper
Activate relevant assortment to attract multi-cultural shopper (e.g. Flavours, Iced Teas, Sports)

Psychographics & Behaviors

CONVENIENCE SHOPPER

Gen X/Millennial Male without Gas

White, Filipino, Asian and Aboriginal. Mid-Income in Larger Housholds.

Quick Tips

Significantly over indexed on Gen X, providing an opportunity for driving recruitment
Communicate occasions which resonate with Male shopper
Activate relevant assortment to attract multi-cultural shopper (e.g. Flavours, Iced Teas, Sports)

Psychographics & Behaviors

Key Metrics

9 Out of 10 Visits to C&G Are for Quick or Urgent Needs

Focus on Quick trips to target majority of C&G shoppers
Leverage POIs and multiple touchpoints both at pump, outside the store, and inside the store to target these quick in-and-out shoppers
Further increasing SOVI outside of cold vault to interrupt the stopper and build baskets

Small Store: Beverage Occasions in NARTD and KO

Capitalize on the largest occasions at C&G through targeted messaging on Relaxing, On-the-Go, and Eating occasions with best in class displays

* Size = (% of Total Drinks Consumed per occasion)
Sources: BEACH Occasions Dashboard Convenience & Gas (excludes Alcoholic drinks and Tap water) • BEACH Proprietary Survey (Canada) • Rolling 12MMT December ‘2024

Connecting with the Shopper

1. AVAILABILITY

Drive in-store trips and recruit new drinkers through promo communication and loyalty tie ups to target the the quick “in-and-out shopper

2. ACTIVATION & POI

Create multiple touch points in-store to convert from consideration to trial and target the Impulse Buyer (ambient and Cold)
Scale up execution of products and offerings to attract the male, multi-cultural shopper
Leverage Marketing Communication that resonates with passion points – such as live sports and outdoor activities

3. SNACKING

Create and communicate relevant snack bundles or meal occasions that resonate with the convenience seeker who prefers quick & easy food and beverage solutions

4. DIGITAL

Drive digital connection with food bundling and upsells to drive conversion
Boost the digital integration into retailers’ loyalty programs and websites

SSD C&G Category & Brand Dynamics

Source: Nielsen NIQ, National C&G, L52 Wks P/E June 07 2025A
Index: Category Share in Channel vs Category share in AMC

Quick Tips

SSD is the largest NARTD category - critical to activate with multiple POIs, ambient and Cold, to win with the shopper
Zero sugar an opportunity in line with health-conscious shopper
Flavours remains a big opportunity at a strategic level – pulse in key activation windows

STILL C&G Category & Brand Dynamics

Source: Nielsen NIQ, National C&G, L52 Wks P/E June 07 2025 vs YA
Index: Category in Sub Channel vs. Category in AMC
Vol Mix: Brand share of CCNA Stills in C&G, L52 Wks P/E June 07 2025 vs YA

Quick Tips

Ensure listings and activation of Fuze Tea, Peace Tea, Powerade, smartwater, vitaminwater, Core Power to engage with C&G shopper
Activate multiple touch points with Stills portfolio such as end caps, ambient display, check outs