2/12/15

Recipes to
Capture More
Shoppers

Brought to you exclusively by

Hello

Stephanie Kowitz
Shopper Insights

J.T. McMahan
Sales Director

2/12/15

Macro Trends

1
2

Travel Plaza/Truckstop Shopper

Insights
3

Three Key Growth OpportuniGes

Macro Trends

1
2

Travel Plaza/Truckstop Shopper

Insights
3

Three Key Growth OpportuniGes

2/12/15

2005

THE FUTURES COMPANY 2014

2013

THE FUTURES COMPANY 2014

2/12/15

Gas
consumpGon
down and
prices low

Gas
prices low,
more cash in
hand for
shoppers

CigareKe sales
down

Ready to eat
food sales up

Trac down
as shoppers
conGnue to
consolidate
trips

Overhead
costs
conGnue to
increase

Bundle like
items together
to create easy
soluGons for
shoppers

New
Millennial
shoppers

2/12/15

Competition

Low gas
prices

$3
Under

What are
shoppers doing
with the savings?

New players fighting for

convenience as we look
to food

Shoppers save at the

pump and can fill up
inside the store

Invite sho
ppers insid
Save a
e

!
t the pum
p and ll u
inside wit
p
h.
Extra chan
ge a?er
lling up?
Treat you
rself insid
- Help t
e with
hem to ce
lebrate th
savings fro
e extra
m
saying w lower fuel prices b
y
ow, isnt t
his great!
!
-

2
Under $

2/12/15

Macro Trends

1
2

Travel Plaza/Truckstop Shopper

Insights
3

Three Key Growth OpportuniGes

2015 State of the Shopper

Simple & Smarter

1.
2.
3.
4.
5.

1.
2.
3.
4.
5.

Economy improving, but quest for value conInues

Retailers with the easiest Apps win
Convenience = Time = Money
Grocerants gain momentum (Grocery/Restaurants)
Help is welcomed: ChooseMyPlate.gov, Mymixify.com

Americans entering self-improvement phase

CustomizaIon is king: O the menu; My way
Healthy halo conInues to win: Great taste, Be_er for me
Digital adopIon sky rockets despite privacy/security issues
EaIng out remains at, but healthy opIons winning

Experiences Over Things

1.
2.
3.
4.
5.

Personal & Relevant

Lower gas prices drive more road trips

Back to basics: Taco Tuesday, Family Meal Night
Bold avors and mulIcultural inuence: Sriracha
Newest items sIll drive impulse purchases
Blurring of meals and snacks creates opportuniIes

2/12/15

Travel Plaza/Truckstop Shopper Insights

47% of trips

21%

of trips
are Need It Now
vs 13% for
Convenience
Retail

are Grab & Go

vs 32% for
Convenience
Retail

Small basket and intended for immediate

consumpGon while on the go

Unplanned, small basket and NOT

intended for immediate consumpGon

27% of trips are in the Morning (6-11 am)

25% of trips are in the Evening (5-10 pm)
52% of trips are impulse trips and
somewhat unexpected vs 32% for CR
Source: iSHOP Study 2014, The Coca-Cola Company (Aug 2013 Dec 2014)

Travel Plaza/Truckstop Shopper Insights

45% of trips
include one
item in the
basket vs 47%
for CR

48% of trips include the

purchase of food vs 32% for CR

Top food items purchased: Candy, gum,
mint; salty snacks, food counter items
and sweet snacks

64% of trips include

the purchase of a
beverage vs 59% for CR
Top beverages purchased:
Carbonated so? drinks, coee,
tea, water and energy

Most inuenGal item: Gas/

Diesel

Most impulsive items:

Candy, gum, mint; Salty Snacks,

Carbonated so? drinks, coee,

Source: iSHOP Study 2014, The Coca-Cola Company (Aug 2013 Dec 2014)

2/12/15

Travel Plaza/Truckstop Shopper Insights

58% of trips are

between 2-5 minutes

vs 70% for CR

53% of trips

are under $5 vs
52% for CR

33%

of trips are
longer than 5 minutes
vs 22% for CR

53% of trips are alone

vs 72% for CR

30% of trips are with

another adult vs 17% for CR

Source: iSHOP Study 2014, The Coca-Cola Company (Aug 2013 Dec 2014)

Travel Plaza/Truckstop Shopper Insights

91% of trips
were saGsed
vs 94% for CR

Opportunity areas:
Product pricing,
store atmosphere,
service of employees

Need states:

Get Quick Drink or Snack and Get This Over With

Primary moGvaGons for visit:

! Primary moGvaGons for store choice:

Most Convenient, Saved Me the Most Time

Get In and Out Quickly, Closest Store that Had What I

Needed, Buy All Items in One Trip, Buy Beverage to
Drink Now, Easily Find Items I Needed

Source: iSHOP Study 2014, The Coca-Cola Company (Aug 2013 Dec 2014)

2/12/15

Macro Trends

1
2

Travel Plaza/Truckstop Shopper

Insights
3

Three Key Growth OpportuniGes

Three key growth opportuniGes

Recipes for success
Best
assortment and
merchandising

Easy beverage
and food
bundles

Make your own

digital connecGons

2/12/15

Unit Share of Beverage Categories

Best
assortment and
merchandising

7%
8%
7%
7%
14%

6%
9%
8%
9%
9%

23%

21%

68%

38%

Truckstop
Retailers

Convenience
Retail

Unit Share CSD Packages

categories
deliver over

70% of the

Tea

volume

Sports
Water
Energy
CSD

package sizes (1 liter) are an

advantage for Truckstop Retailers

Carbonated
so? drinks,
Energy &
Water

Unit Share Water Packages

10.2%

69.7%
64.0%
3.3%

Juice

34%

Larger immediate consumpCon

28.3%

71%

All Other

3 beverage

14.5%

Truckstop Convenience
Retailers
Retailers

1 Liter

43.0%

20 oz

11.4%

Entry
Level

35.1%

37.0%

34.5%
13.3%

1 Liter
20 oz
.5 Liter

Truckstop Convenience
Retailers
Retailers

Source: Nielsen Total US Convenience Retail & Select Truckstop Retailers, Unit Volume, Latest 12 ME 12/27/14

Best
assortment and
merchandising

IC Beverages
Temperature Preference
I prefer the opGon of both
Chilled and Room Temp
Warmer Months

Colder Months

Regular carbonated soJ drinks

32%

33%

Diet carbonated soJ drinks

31%

32%

100% Fruit Juices

33%

37%

Fruit/Juice drinks

39%

49%

Plain BoKled Waters

41%

52%

Flavored or Enhanced BoKled Waters

39%

54%

Sparkling Waters

37%

53%

Energy Drinks

34%

44%

Sports Drinks

37%

50%

Ready to drink Iced Tea

28%

46%

20

Indicates significantly higher at the 90% C.L.

Source: CCNA Thirst Study January 2013
Q.2: When you purchase [beverage] during the [warmer/colder months] in a single serve bottle or can, which of the following temperatures do you prefer to have available?

10

2/12/15

Recipe
Best
assortment and
merchandising

Ingredients
Top performing beverage categories & SKUs:
Carbonated so? drinks
Energy drinks
Water
Top performing packages:
Core packages and 1 liter

DirecGons
Merchandise both chilled and room temperature
Secondary displays near front register
Secondary displays with food parings: CSD & Salty
Snacks, Energy & Meat Snacks, Water & Healthy Snacks
Right space allocaIon in the cold vault

Easy beverage
and food
bundles

27% of Convenience Retail

foodservice shoppers say the
availability of combination offers is
important to their location decision

Up 2

times the rate just 3 years ago

39% of foodservice shoppers say the

availability of combination offers is
important to their location decision

Combination bundles are most

important for mid-morning snacks,
lunch and mid-afternoon snacks

Source: DINE Study, The Coca-Cola Company 2013

11

2/12/15

Easy beverage
and food
bundles

3
6

Easy beverage
and food
bundles

5
2
1

Priority placements for messaging:

1. Fueling StaGons
-
-
-

Pump toppers
Digital/Audio
Bumper Shroud

2. Outdoor
-
-

Window/Door Clings
Pole Signs

3. Restroom

- Flyer
- Washroom reader board

4. Impulse Zone
-
-
-

Ice Barrels
Small Coolers
Ambient Racks

5. Cold Vault
-

Window Clings

6. Foodservice
-
-

Ice Barrels
Ambient Racks

12

2/12/15

Recipe
Easy beverage
and food
bundles

DirecGons

Ingredients
Top performing beverage categories & SKUs:
Carbonated so? drinks
Tea
Juices
Water
Coee
Top performing packages:
Core packages, Fountain, Ancillary

UIlize both prepared food and snacks

Use full package and brand assortment
Joint merchandising is key
CreaIve and a_racIve POS located in mulIple POIs
Focus on day-parts when applicable

How would a CR
shopper use digital
technology?

Make your own

digital connecGons

52% Would
Locate a C-Store

40% Would
Lookup Oers

39% Would Earn/Track

Rewards and Opt In for
Coupons/Discounts

29% Would Use for

Mobile Payments

Source: CSP/Technomic Consumer Study; CR shopper; Larger, Cleaner, More Engaged; Jan 2015

13

2/12/15

Make your own

digital connecGons

Digital retail IN the store drives

engagement at the point of purchase
Beacon Technology

Kiosk
Mobile Payments

- Opening a range of localized

interacIons to smartphones
through Bluetooth
- Reaching shoppers not only
within a store, but standing
in front of a specic shelf

Source: Retail Net Group

Make your own

digital connecGons

Digital retail OUTSIDE the store drives

connecGon to the brand
Social Media

Website

14

2/12/15

Recipe
Make your own
digital connecGons

Ingredients
Clear brand idenGty

What do you stand for?

What are your unique strengths?

Digital strategy

DirecGons

Website and social media presence

Awareness of digital wins and misses
(likes, retweets, posiIve comments)
Test and learn digital iniIaIves

Not just more digital content, but good digital content

that is shareworthy
Create digital promoIonal oers that reward shoppers
for a desired behavior not an expected behavior

Tools and supplies already available to you

Programming
Messaging

CreaGvity

15

2/12/15

Thank you!

Stephanie Kowitz
Shopper Insights

J.T. McMahan
Sales Director

16