- Focus on assortment that is relevant to the multi-cultural shopper
- Focus on deals and affordability packs to connect with a more budget driven shopper
- Promote multipacks which connect with larger HH size shopper
Channel Strategy Toolkit
Channel Strategy Toolkit
Large Store Discount
Shopper Profile
Retail Environment
Big‑box grocery & general merchandise stores emphasizing low everyday prices, broad assortments, and promotions to drive high traffic.
Shopper Motivations
Budget‑conscious consumers looking for low prices on a wide range of household needs. They prioritize affordability over premium branding and often do bulk or stock‑up shopping.
Key Customers
DISCOUNT SHOPPER
Gen X Skew, Large Households
All ethnicities and incomes with children.
Quick Tips
Psychographics & Behaviors
Life Style
Passion Points
Digital
MASS SHOPPER
Older Shopper, Larger Households
Skews lower income with families.
Quick Tips
- Focus on affordability packs that is relevant to the low and mid-income level shopper
- Promote multipacks which connect with larger HH size shopper
Psychographics & Behaviors
Life Style
Passion Points
Digital
Key Metrics
Stock up trips represent the largest opportunity in Discount Grocery
Quick Tips
Drive Pantry Stocking trips through high-impactful lobby displays and in-aisle beverage executions
Interrupting the express trip in Mass is Key
Quick Tips
- Convert Express Lane Trip shoppers with ambient display touchpoints along Lobby, end-caps, and check-out coolers
- Driving Fill Up and Pantry Stocking trips through high-impactful lobby displays and in-aisle beverage executions
Source: Numerator Insights, Canada Trip Mission Analysis, FY2024 vs YA
Source: Numerator Insights, TL NARTD or TL Coca-Cola Manufacturer, TL Discount Grocery or TL Food Online, FY 2024
Source: Numerator Insights, TL NARTD or TL Coca-Cola Manufacturer, TL Discount Grocery or TL Food Online, FY 2024
SOVI and OOS touch points remain critical to influence purchase decisions
Quick Tips
- Creating multiple touchpoints within the shopper path to purchase is critical to win baskets
- In beverage aisle, win the Fair share+1 battle through executing on aligned planograms
At Home represents 92% of Consumption Occasions
Sources: BEACH Occasions Dashboard Large Store (excludes Alcoholic drinks and Tap water). BEACH Proprietary Survey (Canada). Rolling 12MMT December ‘2024, Total Drinks
Beverage Occasions in Large Store – NARTD and KO
Quick Tips
Capitalize on the largest occasions through targeted messaging on Relaxation and Meals with best in class ambient displays
Source: BEACH Occasions Dashboard Large Store (excludes Alcoholic drinks and Tap water) • BEACH Proprietary Survey (Canada) • Rolling 12MMT December ‘2024
Winning with the Discount & Mass Shopper
1. AVAILABILITY
- Connect with the multi-cultural shopper with relevant assortment such as SSD Flavors and RTD Tea
- Keep the shelf stocked with affordability packs like the 6x710ml to engage with the budget driven shopper
- Drive Cold availability across all relevant touchpoints in store to convert the impulse shopper
2. ACTIVATION & POI
- Amplify ad activity and promotional communication which resonates with the budget driven shopper
- Create multiple interruption points in-store to capture quick trips
- Use passion points within Mar-Comm to connect with the shopper – such as BBQs/Grill Season and Entertaining
- Activate transaction packs to match relevant trip missions
3. HMR
- Amplified HMR execution to engage with convenience seeker (Cold & ambient displays, food combo activation)
4. DIGITAL
- Convert digital shopper by integrating into retailers' programs and websites
- Integrate ad activity and marketing activations in digital flyers
Convert the Non-KO shopper with cross-category touch points in key high traffic areas
Source: P2P, Retail, Visited Location in Store for a Retail Beverage Trip (CL2), Supermarkets, Q4 2024
Source: Numerator Insights, Basket Composition, Trip excluding Manufacturer = Coca-Cola, Conventional Grocery, L52 Weeks P/E May 2025
Source: Numerator Insights, Basket Composition, Trip excluding Manufacturer = Coca-Cola, Conventional Grocery, L52 Weeks P/E May 2025
Quick Tips
- Intercept the Non-KO shopper in areas we know they are more likely to visit, like Produce, Bakery, HMR (Prepared Foods) and Meats
- Execute ambient display in high traffic sections
Discount shoppers over index in Flavours
Source: Nielsen NIQ, National Conventional GB+DR+MM, L52 Wks P/E June 07 2025 vs YA
Index: Category in Sub Channel vs. Category in AMC
Index: Category in Sub Channel vs. Category in AMC
Quick Tips
- SSD is the largest NARTD category - critical to activate with multiple POIs, ambient and Cold, to win with the shopper
- Flavours remains a big opportunity at a strategic level – pulse in key activation windows
Leverage Still portfolio to convert and build basket with the Discount Shopper
Source: Nielsen NIQ, National Conventional GB+DR+MM, L52 wks P/E June 07 2025
Index: Category in Sub Channel vs. Category in AMC
Vol Mix: Brand share of CCNA Stills in Conventional GB+DR+MM, L52 wks P/E June 07 2025
Index: Category in Sub Channel vs. Category in AMC
Vol Mix: Brand share of CCNA Stills in Conventional GB+DR+MM, L52 wks P/E June 07 2025
Quick Tips
- Ensure listings and activation of Fuze Tea, Peace Tea, Powerade, VitaminWater to engage with Discount shopper
- Activate multiple touch points with Stills portfolio such as end caps, ambient display, check outs
- Sparkling Water continues to be an opportunity