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.
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