the transformation of
In a quick trip a shopper spends a short time in store purchasing a small basket of items that are typically for immediate consumption. Competition for these trips is growing across all the channels as consumer habits shift.
At the same time, purchases for same-day consumption are increasing in
Retailers can capitalize on this developing trend by providing a fast, easy quick trip experience. That means:
Quick trips are growing because they fit well with today’s more flexible and tech-assisted lifestyles. Today’s consumers are:
Consumers’ elevated expectations for a satisfying quick trip experience mean learning to anticipate their needs with services that integrate shopping into their new lifestyles. A quick trip offering must help them transition seamlessly between in-home, in-store and on-the-go.
Health-Focused Shoppers seek healthier options, however they increasingly view food as comfort as well. They are quick to adopt new tech and use it to simplify their lives.
pepviz pepviz can provide unparalleled personalization by starting with each retailer's key problems to solve
As the pandemic's impact dissipates, shoppers are making quick trips again. But their needs have changed. They want a fast and easy experience with appealing grab-and-go and same-day consumption items. You can attract today's quick trip shoppers by treating quick trips as a strategic opportunity: gaining just a single point of quick trip market share is worth $1B in total edible growth.
the competition for
Moving forward, shoppers will seek out quick trip convenience in whatever channel can offer them a fast, easy and frictionless experience. Many will identify quick trip destinations online. C-stores will still win quick trips given their proposition around convenience, but the competition is growing—especially for same-day consumption items, which are growing in many channels.
The Quick Trip
Understanding the shopper and their preferred products
Engaging the shopper digitally and in-store across the path to purchase
how new shopper behavior
is driving quick trips
Shoppers are out and about and forming new routines. Their quick trips are happening later in the day.
Consumers seek to “fill in” with a few specific food/beverage items or to buy a specific food or beverage item(s) needed immediately.
quick trips satisfy 3 different consumer missions:
To attract this quick trip shopper…
Visits to c-stores have been shifting since the pandemic began; since 2019 the afternoon daypart has grown. The current mix is:
offer multiple checkout options and payment types to fit the wide range of consumer preferences
of total edible checkout items are consumed in less than one hour
market your location in maps and marketplaces as a place consumers can make a quick stop
A closer look at the quick trip shopper
Understanding the quick trip shopper is key to creating a compelling offering. The most likely quick trip shoppers come in two segments: Engaged Enthusiasts and Health-Focused Shoppers. Better understanding these shopper profiles can lead to unlocking pockets of granular growth.
Engaged Enthusiasts have high standards and look for stores that deliver on specialty items, product variety, high quality brands, and a quick shopping experience. Brand is especially important to this group.
Driving quick trip success with data
Like all consumer trends, quick trip habits will continue to evolve. You can optimize this opportunity with data-driven decisions to shape and fine-tune your quick trip offering as needs change. PepsiCo’s proprietary data practice, pepviz, can help you unlock the quick trip opportunity by enabling you to look beyond your four walls to understand where the competition is.
pepviz can help you understand what's happening before and after shoppers reach your stores, key data to drive shopper insights. Ask your PepsiCo contact today about how pepviz can help you drive granular growth opportunities with quick trips.
Front end transaction delivers 1.5X margin compared to its sales
Attract new customers
Foster repeat visits and loyalty
Consumers buy items because they happened to be close by or the store was convenient to stop in.
Consumers look to take a break in the day, treat/reward themselves, or look for new and interesting things to try. They often buy items that are quick to eat or drink immediately.
Leverage the power of pepviz to:
Many shoppers are feeling financial strain, but just 1/3 see value in choosing stores with the lowest prices.
Hybrid work, migration away from urban areas, less morning shopping and flexible eating times mean new patterns.
1 in 4 consumers order convenience store items
from third party apps.
“Comforting to eat and drink” as a reason to buy has grown across product categories since 2019.
pinpoint the stores these shoppers visit
activate across stores with similar shoppers
Focus on dayparts
starting from the initial impulse and throughout the transaction
Such as easy-to-grab, single packs and drinks, that feed consumers’ top quick trip motivations.
will leave and skip purchasing if there’s a line in a convenience store
say multiple checkout/lane choices are part of a satisfying shopping experience
offer online ordering for fast pick-up or delivery
50% of shoppers who have tried c-stores’ online ordering services are using them more now than a year ago.
Average edible spend per trip:
Average edible spend per trip:
Average edible spend per trip:
Quick and specific
Close and convenient
Recharge and reward
Integrate ecommerce into the quick trip visit
Think same-day consumable items
scroll for more
just walk out
% who have visited for same-day consumption
with percentage point change 2019-2021
focusing on the right items and shopper behaviors
is key for winning quick trips across all channels
1. IRI Panel All Outlets, L52 Weeks ending August 7, 2022
2. C-store Shopper Shifts & Segmentation Refresh – July 2021
3. Dunnhumby Pulse Study, February 2022
4. Bluedot, “The Convenience Experience Report,” June 2022
5. 'Trip Missions by Channel, EDIBLE product' per IRI for 52 weeks ended
December 26, 2021
6. PepsiCo Demand Accelerator, “Albertsons Front End Day,” April, 2022
7. pepviz, 2021 Daypart Mix blended across key National C-Store Retailers;
Overnight hours excluded, 2021
8. CSNews, “Digital Orders Rise to One-Third of Total C-store & Restaurant
Food Orders,” June 2022
9. Bluedot, “The Convenience Experience Report,” June 2022
10. PepsiCo Front End Research, Oct. 2021
Additional data provided by pepviz
The shift in dayparts is a new trip driver, which means retailers should focus on offering more prepared meals later in the day.
The transformation of quick trips represents an important opportunity across all channels of retail—and these trips continue will to change. Ask your PepsiCo contact today about how pepviz can drive granular growth opportunities to better understand what is happening before and after shoppers reach your stores.
viewing value differently
Leading more fluid lifestyles
Still interested in comfort
not all quick trips are the same
is worth $1B in total edible growth
1 point of market share in quick trips