Channel Strategy Toolkit
Convenience & Gas
Best in Class Zone Activation
Highlight key innovations and offers with product videos, ratings and reviews and paid media to drive awareness and conversion
Tie up with customer loyalty programs to drive traffic and incidence
Place cooler at ‘Entryway’ POI to capture shoppers at the beginning of the shopping journey. Leverage CDE strategy for right equipment and planogram.
Place and execute the 2L FC rack as per recommended planogram.
Place rack or shipper as adjacency to the snack aisle. Shipper and/or barrel coolers to highlight GOAT programs and other LTOs. Rack placement for permanent Hydration and/or SSD FC.
Place shippers and/or barrel coolers to highlight GOAT calendar programs.
Execute strategic priorities like innovation and flavors to inspire and convert basket – Always On 52 weeks
Ensure recruitment packages and/or innovations are merchandised in the Strike Zone.
When possible, leverage static clings, channel strips and suction cups to highlight GOAT and/or store exclusive programming.
Leverage innovation to drive incremental volume opportunities across dispensed platforms.
Ensure all dispensed platforms have the most up to date Brand marketing and POS.
Partner with retailers as often as possible on meal programs and offers across all dayparts.
Execute Branded Cold Drink Equipment Solutions. 77% Shopper Appeal of Branded Solutions.
Use product description to emphasize benefits versus features and optimize for search (SEO) by including long tail keywords not captured in the title.
Leverage and execute Cooler Planograms to Deliver right mix.
Candy/Gum/Mint, Beverage and Salty Snack categories most important to front end checkout shoppers.
Driving gas-and-go consumers to make incremental In-store transactions is critical.
Priority 2 – ‘With Food’ including snacks
Key opportunity to drive in-store offerings, especially beverages + beverages with food
This cooler placement drives the highest level of incrementally ie. beverage conversions beyond the Cold Vault.
This POI puts beverages within arm's reach of the on-the-go snacking occasion
Priority 2 – Smart Water or Powerade (Racks/Shippers)
The Cold Vault accounts for 76% of all packaged NARTD beverage purchases
CR Retailers are increasingly focused on food service so we need to drive beverage attachment with meals
A cooler placed at the checkout counter presents a great opportunity to visually stand out and drive beverage conversion
