Coca-Cola European partners convenience
17 September 2024Identifying growth opportunities in convenience and fuel stores.
IGD were flexible, thorough, communicative and built an engaging and practical debrief session for the wider team at CCEP. They helped us add value by using their experience of the environments.
Helen Hewlett, Senior Manager, Brand Insights
The challenge
CCEP wanted to understand how to increase the incidence of CCEP soft drinks in convenience and fuel stores by more effectively interrupting shoppers on their path to purchase.
Our solution
To explore and understand how to disrupt shoppers in these channels, we used a mixed methodology approach:
In-store mobile survey
Shopper observations and intercepts
Eye tracking shops and in-depth interviews
This allowed us to qualitatively understand in-the-moment shopper behaviour and engagement with key hotspots in-store, as well as quantify findings using the mobile survey and ensure recommendations were based on robust data.
The outcome
Insights from the research identified growth opportunities to drive impulse in convenience and fuel. Actionable recommendations to drive sales were workshopped with both the Activation and Category teams, so that they left with a set of actions for both the short- and long-term channel strategy.
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