- Activate Out of Store POIs (Pump, Entryway) to drive traffic instore
- Out of Store POIs should be leveraged for either deal communication or for communicating new news like LTOs
- Once inside the store, activate multiple POIs to convert the shopper from consideration to trial.
Channel Strategy Toolkit
Channel Strategy Toolkit
Convenience & Gas
Share & Traffic
Source: Numerator Insights, Canada Trip Mission Analysis, FY2024 vs YA
Quick Tips
The Coca-Cola portfolio is the most complete beverage portfolio with an offering for every shopper occasion and need
Driving traffic in-store and building basket incidence are the 2 biggest opportunities at C&G
Strategic promotions at pump paired with reward offerings or mobile offers can turn ‘gas-only’ visits into ‘in-store’
Quick Tips
Consumer/Shoppers
Gen Z, Millennials and New Canadians are important to Convenience & Gas
Loyalty programs incentivize in-store visits to counter ‘fuel-and-go’ habits
Quick Tips
- Looking beyond price to raise value perceptions at C&G key
- Engage with retailers on their loyalty program to win with high and low frequent shoppers
Omni Channel
Quick Tips
- Leverage Salsify to ensure latest digital shelf content is represented on customer platforms (images, product descriptions)
- Capitalize on GOAT marketing programs on digital platforms to interrupt the digital path to purchase
Quick Tips
- Meet shoppers along their omni-channel path where they are connecting with our brands
- Execute digital programs to effectively reach omni-channel shoppers especially New Canadians, Gen Z and Millennials