- Shoppers often make unplanned purchases, finding the treasure-hunt aspect of dollar stores enjoyable, which leads to buying more than intended
- Besides Club, the only sub-channel that is growing items in basket and $ per trip which indicates shoppers are more willing to spend in low ticket sizes
Channel Strategy Toolkit
Channel Strategy Toolkit
Value (Dollar Store)
Shopper Profile
Retail Environment
Low‑price variety retailers offering household goods, snacks, seasonal items, and small pack sizes at fixed low prices.
Shopper Motivations
Highly price‑sensitive; looking for bargains on everyday basics, seasonal décor, and impulse items at the lowest possible price.
Key Customers
Gen X, Low-Mid Income
Living in larger households
Quick Tips
1. Drive sales with the low-to-mid SEL shopper with affordable and unique OBPPC solutions
2. Win immediate consumption through optimal IC placements (check-out, coolers, etc)
3. Promote affordable multipacks which connect with larger HH size shopper
Psychographics & Behaviors
Life Style
Passion Points
Digital
Key Metrics
Express Lane trips represent the greatest % of trips, while Fill Up trips are the 2nd most important
Quick Tips
Convert Quick Trip shoppers with expanded ambient display touchpoints along store entrance, end-caps, and Cold IC coolers at check out.
Nearly half of beverages are picked up beyond the beverage aisle
Quick Tips
1. Creating multiple touchpoints within the shopper path to purchase is critical to win baskets
2. In beverage aisle, win the Fair share+1 battle through executing on aligned planograms
Dollar Stores thrive on accessibility and low prices, offering a treasure hunt experience for shoppers across many categories
Source: Mintel, The Budget Shopper Canada - 2024
Quick Tips
1. Amplify impulse appeal by leaning into the treasure-hunt mindset – place IC beverages near checkout, seasonal aisles, or alongside high traffic categories
2. Bundle and cross-promote – create low-price bundle offers that algin with shopper missions of parents with kids
3. Tie-ins with seasonal/hobby activity kits to build baskets
4. Use store level insights to time offers around key events (holiday, back to school, weather spikes)
Connecting with the Shopper
1. OBPPC
- Win with affordable and unique solution in both FC and IC packages across categories and brands
- Win IC: Optimize IC placements throughout store including Cold IC expansion through check-out coolers
2. ACTIVATION & POI
- Create multiple touch points in-store to recruit the non-beverage shopper
- Convert trips through maximizing existing displays that highlight affordability messaging
3. SHOPPER COMMUNICATION
- Leverage Marketing Communication that resonates with the passion points
- Amplify price and value on offers to the shopper
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 touchpoints in key high traffic areas
Source: Numerator Insights, Basket Composition, Trip excluding Manufacturer = Coca-Cola, Value, L52 Weeks P/E May 2025
Quick Tips
1. Ensure beverage presence and opportunities exist around the key visited locations in store
2. Intercept the shopper who is purchasing soft drinks but not KO in areas we know they are more likely to visit, like Candy, Snacking and Salty Snacks