Sunday, April 19, 2009
Power of the Brand in Convenience Channels
It is often said that convenience stores are hotbeds of impulse purchasing.
According to our Convenience Shopper Canada study, among those who buy soft drinks in those channels, 66% had made up their mind on category and brand before entering the store.
Granted, 13% knew they would be buying a soft drink and decided brand in store and 21% decided to buy the category in the store.
But that's an awful lot of power from out of store communication.