Channel Strategy Toolkit
Drug Store
Strategy & Tactics
Drive Incidence
Leverage selling tools to win the cold vault KO Fair Share + 1
Increase warm SOVI outside cold vault with GOAT program stackers and pallet displays
- Olympics
- FIFA
- Hockey
- Holidays
Execute Hydration, Sports, Tea priorities
- 80% + penetration across all packs
- + 2 Ambient Stackers
- Space in KO owned EQ and customer open air coolers
- Wellness endcap
Retain & Recruit Drinkers
Execute Sleek across Cold vault and cold at cash
- Sleek in Strike zone with target pricing of $1.79-$1.99
- Execute all FIFA programming leveraging Sleek
Ensure listing and execution of all LTOs and innovation
- 100% penetration with all LTOs and innovation
- Complete execution of innovation messaging across all stores
Expand net CDE footprint as per CDE strategy
- KO CDE footprint as per CDE strategy
- Execute Planograms
- Ensure all Innovations present in innovation coolers
Drive Traffic
Leverage FC packs to drive traffic
- Ensure availability and execution of FC packs as per aligned price / promo strategy
Leverage loyalty program to drive customer engagement and grow basket incidence
- Leverage loyalty program to drive customer engagement and grow basket incidence
Executive Overview
Winning with the club Shopper and getting them to add “just one more”!
Assortment
- List premium packs to attract high SEL shopper
- Recruit Gen X with IC packs
- Offer multi-packs to appeal to shoppers with larger households
- Ensure availability of sports nutrition, premium water, enhanced water, and SSD to connect with health-conscious consumers
Activation & POI
- Create multiple touch points in-store to convert impulse shoppers (ambient and Cold)
- Explore checkout coolers opportunities to reach shoppers not visiting the cold vault and to match trip missions
- Amplify ad and promotional communication to appeal to deal seekers
Digital
- Integrate ad activity and marketing in digital flyers and retailer programs to convert digital shoppers
