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Competing for the
Shopper of the Future
Even with careful attention and investment into top drivers of choice, the challenge of winning shoppers' loyalty never ends. As shopper preferences continue to evolve, stores have to anticipate the needs of tomorrow’s shoppers.
Early Adopters provide clues to future shopper needs.
Beyond just speed and convenience, Early Adopters are driven by personalization in assortment and rewards programs.
Sustainability, including utilizing minimal packaging, locally sourced foods and recycling programs, is also a key driver.
Younger and digitally-savvy, look at tech that can assist with immediacy and personalization, including automating menus and item replenishment, and even home delivery.
(Source: pepviz, Omnichannel Store Choice Drivers 2023)
Future shoppers seek the quick, the new, the eco-friendly and the customized.
2
Convenience
eCommerce
Selection/Assortment
Sustainability
Price/Value & Loyalty
Good place for immediate needs
Offers express delivery
(uner 30 minutes)
Environmentally friendly products
Flavors I can't find in other places
understanding c-store shopper motivation
informs smart strategy
The first step is getting the basics right by focusing on convenience and ensuring a positive store experience.
click below buttons for more info:
Beyond the basics, there are 5 top drivers of choice for c-stores from pepviz’s advanced insights and analytics experts:
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Competition at
Convenience
Your knowledge journey continues
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Because c-stores are shopped more frequently than other
retail channels, new shopper expectations and choices are
even more critical. Also, factors like shifting lifestyles and the evolution of the quick trip mean c-stores face stiffer competition.
40% of shoppers visit convenience stores two or more times a week.
2+
There are more than 213,000 grocers, supermarkets and convenience stores in the U.S.
4
5
6
8
In 2023, c-store traffic is 22% lower than 2019.
The result is that in-store traffic has still not returned to 2019 levels.
C-store traffic in 2022 declined 15% from 2019.9
all stores must Meet
the basics...
relevant deals & coupons
Retailers that don’t meet a new set of basic expectations are at risk of losing trips. These expectations include:
easy to find what’s needed
good foodservice options & place to sit and dine
App for online ordering
relevant Food & Beverage assortment, including at checkout
Advanced conveniences, including buy online pick up in store, curbside and easy pick-up experience
Tailored assortment in line with their shopper needs and preferences
Deliver value beyond price and offer quality products within budget
Physical security is paramount.
2
Strong digital solutions such as a mobile app to enhance in-store experience and easy to link loyalty card with an online account
The in-store experience must be child-friendly atmosphere.
Non-traditional checkout experiences such as scan-and-go or other self-serve options
To become the shopper’s first choice, and realize lasting gains in their loyalty, shoppers expect retailers to deliver on top drivers of choice:
What’s In Store
When planning a trip, choosing the exact retailer to visit tends to be their first decision.
3
There is still a chance to influence your shopper and create loyalty. How? Retailers must understand what shoppers want and need, and know how to engage them.
KEY TAKEAWAY
76% of all shoppers are now omnichannel. Understanding what drives shopper choice is critical for winning trips over the competition and building long-term loyalty.
2
In an ever-evolving retail environment, today’s shopper has a choice for every purchase. From what they buy to how and where they buy it, pepviz™ can provide a deeper perspective.
1
Free delivery
55%
27%
First decision...
retailer choice vs. store type or shopping method
...and next
Of those who choose retailer first, 1 in 3 decide if they’ll shop online or in-store next
17%
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Quick Trips, Total Experience
Easy,
High-tech Checkout
Apps, Absolutely
Customized Assortments
Reward, Reward, Reward
quick
snacks + quality
meals
8
1
Quick Trips, Total Experience
Shoppers visit c-stores specifically for a treat or something that is quick and convenient. But definitions of “treat” and “convenient” have evolved to incorporate more sophisticated technology, better Food & Beverage options and rewards for customer loyalty. Must-haves for today’s stores:
Quick Trips, Total Experience
• Easy in & out and easy to find what they need
• Right assortment of chilled Food & Beverage
• High-quality, affordable café/prepared food and
deli options
• A pleasant atmosphere for shoppers to take a break
2
Easy, High-tech Checkout
Shoppers want to get in and out of c-stores quickly. A fast, seamless checkout is critical and even an opportunity for upselling.
• Incorporating non-traditional checkout options like scan-and-go
and cashierless technology ranked as the top choice driver by
survey respondents.
Easy,
High-tech Checkout
2
9
8
quick snacks + quality meals
Beyond looking to c-stores for a quick snack, c-store shoppers are increasingly searching for high-quality meals with a pleasant atmosphere to sit and eat.
In 2022, c-store prepared foods became the largest in-store category.
• 25% purchase hot food
quick
snacks + quality
meals
Apps, Absolutely
Shoppers not only expect a smartphone app for store locations and digital ordering, but they want the app to improve their shopping experience overall, including:
Integrating the app and in-store experience will better personalize the shopper’s visit each time and create a more rewarding relationship with the brand.
• Access to special coupons and discounts
Apps, Absolutely
Customized Assortments
Customized Assortments
Reward, Reward, Reward
2
Reward, Reward, Reward
C-store shoppers want not only to be understood but rewarded — even more than shoppers in other channels. Loyalty programs should be sophisticated, tech-based, and highly engaging.
• Offers should be available in real time upon arrival at the store
through apps and other digital channels, and before visits.
In 2019, only 3 in 10 consumers shopped multiple channels for their Food & Beverage needs. Today, about half of shoppers shop around and visit multiple channels. Competition for trips is fierce so it’s imperative to understand shoppers' needs.
8
1
Quick Trips, Total Experience
Shoppers visit c-stores specifically for a treat or something that is quick and convenient. Definitions of “treat” and “convenient” have evolved to incorporate more sophisticated technology, better food & beverage options and rewards for customer loyalty. Must-haves for today’s stores include:
• Easy in & out and easy to find what they need
• Right assortment of chilled Food & Beverage
• High-quality, affordable café/prepared food and
deli options
• A pleasant atmosphere for shoppers to take a break
1 Mintel’s Grocery Retailing US – 2020-23
2 pepviz, Omnichannel Store Choice Drivers 2023
3 pepviz, 1Q Survey – Shopping Decision Hierarchy, 2023
4 IBIS World, NACS/Nielsen
5 NCSolutions Survey, November 2022
6 Numerator, 2023 and 2019 Total C-Store Store, Edible
7 Circana Panel, 52 Weeks Ending Jun-18-2023, Channel – Convenience, Total Edible, Trips
8 Bluedot, The Convenience Experience Report, June 2022
pepviz is a data practice powered by PepsiCo that has unique insights into how and where today’s shoppers buy Food & Beverage, including convenience stores (c-stores).
2019
30%
multiple channel shoppers
2023
48%
Competing for shoppers and
Winning their loyalty
shopping method
76%
omnichannel
in-store
only
22%
online
only
2%
Footnotes:
retailer choice
store type
shopping method
...and then deliver beyond to drive choice.
Shoppers visit c-stores specifically for a treat and a convenient shopping experience. Definitions of “treat” and “convenient” have evolved to incorporate more sophisticated technology, better Food & Beverage options and rewards for customer loyalty. Must-haves for today’s c-stores include:
Easy in & out and easy to find what shoppers need
Customized Assortments
The answer lies in identifying the market or store core shopper and adapt assortment based on their attitudes & preferences. With more choices strongly matched to known preferences, the in-store experience becomes a way to win repeat visits and increase market share against rivals, or even quick-service restaurants.
Customized Assortments
High-quality, affordable café/prepared food and deli options
Right assortment of chilled Food & Beverage
A pleasant atmosphere for shoppers to take a break
C-store shoppers cited a better Food & Beverage assortment as a key choice driver, but how do you provide “better” for each market, each store, and each customer?
•
•
The answer lies in identifying the market or store core shopper and adapt assortment based on their attitudes & preferences. With more choices strongly matched to known preferences, the in-store experience becomes a way to win repeat visits and increase market share against rivals, or even quick-service restaurants.
C-store shoppers cited a better Food & Beverage assortment as a key choice driver, but how do you provide “better” for each market, each store, and each customer?
•
•
• Rewards should be personalized based on previous purchases.
• Programs should offer exclusive deals and discounts.
• Item recommendations while in-store
• Link to rewards programs and online accounts
• 21% buy made-to-order meals
• 25% of shoppers visit c-stores for lunch
• Having relevant Food & Beverage at checkout for impulse purchases
among top drivers of choice.
act now
FREE
7
2
decision
making
1
Make the meal experience even more complete & convenient by bundling prepared foods with snacks and a beverage.
In 2022, c-store prepared foods became the largest in-store category.