The convenience channel is fragmented, crowded and cluttered. But with 150,000+ locations, it’s an essential CPG class of trade that is too often neglected with regard to shopper marketing strategy and planning. In this session, learn how a leading beverage company has optimized its c-store strategy, plus hear from an agency and marketing services provider that are laser-focused on small format. Attendees will:
- Connect the immediate consumption shopper need, the shopper occasion and the shopper trip type in the c-store channel.
- Learn how to activate against shopper segmentation and purchase triggers to drive incremental sales at the c-store point of purchase.
- Hear an example of a successful shopper campaign in a fragmented retail channel with effective shopper activation and incremental sales.