[INFOGRAPHIC] Harnessing the power of immediate consumption

By Frazer Jones
Theres something to be said for instant gratification, and a convenience store is just the right place to make that kind of gratification happen. Your c...

There’s something to be said for instant gratification, and a convenience store is just the right place to make that kind of gratification happen. Your customers often want nothing more than a snack and a cool beverage ready to go. It isn’t a rare occurrence—a new study from Coca-Cola Co. identifies that 66 percent of convenience store visits involve the purchase of food or drinks for immediate consumption. But that same study also identifies that, with the right tactics, that conversion rate could be even higher.

Jim Dinkins, chief retail sales officer of Coca-Cola Co., recently discussed this study with CSP Daily News and offered tips on making that conversion happen:

“Convenience stores have a wider variety of beverages than any restaurant you’ll ever go to,” Dinkins said. “It’s about: How do you make it easier for the customer to find them or pair them with food?”

 

Making that easy comes back to some time-tested strategies including proximity marketing and smart merchandising, encouraging consumers to purchase combinations of products together. Marketing can also encourage consumers to pick up a snack even when it is not the original reason for stopping by your convenience store. For the full scoop on how to maximize immediate consumption sales, check out the study’s infographic:

[SOURCE: CSPnet]

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