ATLANTA – New research from Coca-Cola’s proprietary Individual Shopping Habits, Occasions and Perceptions (iSHOP) tracking study offers insights for convenience retailers on why millennials shop the way they do, and strategies retailers can employ to continue meeting their needs.
The findings, presented in an infographic (PDF), include four key insights for convenience retailers:
- Market to millennials in the moment: In-store POS, displays and shelf talkers drive bigger impact with these shoppers, and POP shopper marketing is critical.
- Deliver differentiated experiences: Because millennials look for ready-made or easy-to-make meal solutions, there is a big opportunity to win their meal and snack business and use this as the mechanism to drive loyalty and store preference.
- Cater to their impulsiveness: Millennials’ impulsiveness provides ample opportunity to create better connection points to drive purchase intent, but it takes strong in-store communication and variety to reach them. Beverages, snacks and ready-to-eat café or deli items are big impulse purchases.
- Be on-trend and on-budget: Offering budget-friendly, smaller products that fit their lifestyles and household needs allows millennials to have rich consumption experiences without the high price tag.
iSHOP, available exclusively through The Coca-Cola Company, is an ongoing study that covers all channels; shopper demographics, habits and attitudes; shopping occasions; and consumers’ perception of retailers. iSHOP surveys shoppers of more than 300 retailers in the United States, and in many cases the learnings are customized for each retailer. For additional support and information specifically for retailers, visit The Coca-Cola Company’s Coke Solutions website.