Retailers must focus on appealing to immediate consumption shoppers.
The Coca-Cola Co.Knowledge & Insights group has released the results of its latest proprietary Individual Shopping Habits, Occasions and Perceptions (iSHOP) tracking study on immediate consumption food and beverages in convenience retail. There is tremendous possibility for retailers to boost immediate consumption purchases, and some key strategies follow.
Key takeaways:
- Focus on solutions: The key to immediate consumption success is to provide quick and easy solutions that can be put together in minutes.
- Make it mobile: Immediate consumption trips typically involve less planning; therefore, proximity marketing and mobile offers that reach shoppers at retail are crucial.
- Have a conversation: Immediate consumption “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 immediate consumption behavior is tremendous, particularly to fill-in trips where the motivation was not food or beverages. There is also opportunity within immediate consumption trips, particularly with food and beverages.
