ATLANTA – New insights from The Coca-Cola Company Knowledge & Insights iSHOP Tracking Study offers insights on immediate consumption (IC) food and beverages for convenience stores.
Key takeaways for c-stores are:
- Focus on solutions: The key to unleashing the power of the IC trip is providing quick and easy solutions that can be put together in minutes.
- Make it mobile: Because the IC trip typically involves less planning, it can be enriched and enabled with proximity marketing and mobile offers that reach shoppers at retail.
- Have a conversation: The IC “social shoppers” use brands as part of their personal identities far more often than other shoppers. So talk to them!
- Expand your horizons: The opportunity to expand IC behavior is tremendous, particularly to fill-in trips where the motivation was not food or beverages. There is also opportunity within IC trips, particularly with food and still beverages.
According to the study, the two big dayparts for IC consumption in convenience stores are from 6 am–11 am and 2 pm–5 pm, and that of all c-store visits included an IC food or beverage item.
Download the free infographic (PDF).