Retail Channel Toolkit

Toolkit Guide Macro Trends
Grocery
+ Channel Insight + Channel Strategy + Channel Execution
Mass Channel
+ Channel Insight + Channel Strategy + Channel Execution
Convenience Retail
+ Channel Insight + Channel Strategy + Channel Execution
Digital & eCommerce
+ Channel Insight + Channel Execution
Natural
+ Channel Insight + Channel Execution
Club
+ Channel Insight + Channel Strategy + Channel Execution
Drug
+ Channel Insight + Channel Strategy + Channel Execution
Value Store
+ Channel Insight + Channel Strategy + Channel Execution
Convenience Retail

Retail Channel Toolkit

Convenience Retail

Current Year
Planning Year

Our strategy is driven by real insights into shopper behavior and trip patterns, helping us act quickly, target effectively, and stay in step with the fast pace of convenience retail.

Channel Role
CHANNEL ROLE

Deliver Profit Today While Recruiting the Next Generation of Shoppers

Deliver Profit Today While Recruiting the Next Generation of Shoppers

Shopper Role
SHOPPER ROLE

Satisfy My Beverage and Food Cravings While On-the-Go, Win Grab-and-Go Trips, and Convert Fill-In Trips

Satisfy My Beverage and Food Cravings While On-the-Go, Win Grab & Go Trips, and Convert Fill-In Trips

Trip Data

BEVERAGES % CONVERSION
CHANGE VS. YEAR AVERAGE
TOTAL BEVERAGES
TCCC BEVERAGES
Total
NARTD
Total
TCCC
Grab & Go
83%
19%
down
up
Grab & Go (Home)
54%
19%
down
up
Fill-In (Non-Food)
28%
7%
up
flat
Need It Now
37%
10%
up
up
Fill-In (Food)
60%
14%
up
down
Stock-Up
0%
0%
flat
flat
Source: Coca-Cola iSHOP Trip Mission and NARTD/NAOU conversion, Food Channel 12MMT Sept 2023
BEVERAGES % CONVERSION
CHANGE VS. YEAR AVERAGE
TOTAL BEVERAGES
TCCC BEVERAGES
Total
NARTD
Total
TCCC
Grab & Go
61%
20%
flat
up
Grab & Go (Home)
52%
18%
flat
flat
Fill-In (Non-Food)
22%
7%
up
up
Need It Now
30%
10%
flat
flat
Fill-In (Food)
45%
14%
flat
flat
Stock-Up
0%
0%
flat
flat
Source: Coca-Cola iSHOP Trip Mission and NARTD/NAOU conversion, CR Channel 12MMT June 24

Basket Data

Channel Landscape Data: Shoppers are spending more money on fewer items, while frequency and average spend decrease in Convenience Retail.

LAST 52 WEEKS AND CHANGE VS. PRIOR YEAR

Average Basket Spend

$28.74

6%
Units per Trip

1.9

7%
Spend per Unit

$15.471

1.1%
Trip Frequency

166

6%
1 - Spend per unit includes fuel
Source Numerator Insights – Gas & Convenience Channel Shopping Metrics | 12MMT Dec 23

Beverage Landscape Data: While frequency, basket size, and beverage units are seeing modest declines, these shifts signal an opportunity to better understand evolving shopper priorities.

LAST 52 WEEKS AND CHANGE VS. PRIOR YEAR

Frequency
0.4%
Basket
1.5%
Beverage Units
3%
Source: Numerator Insights | Club Channel Leakage | 12 MMT Dec 23

Consumer Demographics

Gender
Gender
Male
Age
Age
Gen X and older Millenials
Income
Income
Largely lower and middle income but also slightly more affluent over-index on highest income levels
Ethnicity
Ethnicity
Less diverse but over-index African-American
Household
Household
Skews 3+ member HHs with no children
Source: iSHOP Explorer demographics dashboard_12MMT Sept 23
Income
Income
Largely lower and middle income
Gender
Gender
Skew male
Household
Household
Single person HH
Age
Age
Under 45
Ethnicity
Ethnicity
African American and Hispanic
Location
Location
Rural
Sources: iSHOP June 24 demographics, Numerator Insights Shopper Personas 12 MMT Oct 24; YouGov Value Beyond Price study CR-Food Service shoppers 2024. iSHOP 12MMT June 2024 – Convenience Channel – Motivations, Trip Missions. Numerator Insights | Gas & Convenience Channel | 12MMT Sept 24 - % Shoppers, Demos, Trips and Households, Basket Incidence.