- Conventional remains critical for our growth ambition with highest HH penetration (despite shifts to value channels)
- Focus on winning with the shopper by driving recruitment, building baskets, and growing frequency
Channel Strategy Toolkit
Channel Strategy Toolkit
Large Store Discount
Share & Traffic
Quick Tips
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
Source: Nielsen Tracked Sales, NAT Conventional GDM, L52 wks P/E May 2025
Quick Tips
- Display represents 45% of the TL CCNA Beverage Promotional Mix (in $)
- Convert shopper from consideration to trial with the most impactful promotional mix through Feature, Display & TPR
Consumer/Shoppers
Mass Merchandisers have steady appeal across all income levels
Newer Canadians are more likely to shop at discount channels
Gen Z are equally as likely to purchase groceries in Grocery or Mass
Quick Tips
- All income levels shop at Discount & Mass, yet New Canadians over index
- Implement affordability zone to target these value seeking shoppers
Quick Tips
- All income levels shop at Discount & Mass, yet New Canadians over index
- Implement affordability zone to target these value seeking 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
Summary Checklist
