Which category are you in?
18% of c-store purchases are beverages.
The decision happens at the cooler door.
A beverage purchase is decided in seconds, in front of an open door, with 40 competitors in view. Price and packaging are already set. The only variable left is which brand the shopper was thinking about when they walked up.
Snacks are a top 3 impulse category in convenience.
The decision is made in the aisle.
The average snack purchase in convenience is decided in under 10 seconds. There is no list, no research, and no second visit. Whichever brand owns the shopper's attention in that window owns the sale.
Energy drink sales grew 8% year over year in convenience.
The shelf is crowded. The screen is not.
Energy is the fastest growing impulse category in convenience and the most contested shelf in the store. New entrants launch every quarter. Shelf space is finite and expensive. Screen space at the point of decision is neither.
Sweets are 31% of c-store purchases.
Impulse wins at the point of decision.
Nearly a third of everything that leaves a convenience store is confectionery. Almost none of it was planned before the shopper walked in. The purchase is visual, immediate, and entirely winnable at the counter.
Beer and RTD are impulse buys in convenience.
Brands on screen at purchase close the sale.
Beer and ready-to-drink behave like impulse categories in convenience, and the channel is still early. Shoppers are buying, and almost no brand is speaking to them at the shelf. The category is open in a way it is not in grocery or liquor retail.
Lottery buyers are already in the store.
The opportunity is converting them.
Lottery does not have an awareness problem in convenience. It has a conversion problem. The buyer is standing at the counter, and the growth is in incremental tickets and moving in-store players to digital.
What we do about it
On screen at the point of decision.
Your brand in front of the shopper in the seconds before the hand moves.
Mobile retargeting from in-store visitation.
Fully polygoned store footprints turn a store visit into an addressable audience.
Omni-channel extension.
Reach the same shopper again across CTV, social platforms, and digital out of home.
14 shopper audiences, ready to activate
Every audience is built from real store visitation across the convenience network. Select one to see where it happens, how it shops, and how we reach it.
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265 point-of-sale screens. 5 Canadian markets. 8 weeks. A category that had declined for 4 consecutive years reversed.
Digital out of home plus mobile across the convenience network. 138K devices reached. Online sales targets beat by 64%. Cost per conversion down 40%.
6 categories. 2 brands per category. 12 partners total.
Once a category is committed, it is closed to competitors for the term. Omni-channel media packages start at $50,000, customizable by banner, audience, and platform delivery.
Take 20 minutes.
See what this looks like for your brand.
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Which category are you in?