The ready-to-drink (RTD) market is thriving, and the category performs perfectly in convenience, offering a breadth of flavours, a readily available grab-and-go format and a lower price point compared to on-trade equivalents. But how can c-store retailers ensure they’re capitalising on the opportunity?
Tapping into tailored support from suppliers with exciting activation strategies is one winning formula, according to Edinburgh-based Sophie Williams, assistant manager at Premier Broadway.
For the debut of its new RTD beverage, Captain Morgan Original Spiced Gold and Pepsi MAX, Diageo teamed up with Sophie to bring some excitement to the RTD category, both to boost spend in-store and demonstrate to customers that her business is at the forefront of food and drink trends.
Research shows that 81% of consumers are more likely to purchase a spirit RTD when it’s combined with a branded mixer.[Internal] So, c-stores can capitalise on this trend with showstopping merchandising fixtures around key launches, playing on shoppers’ brand preferences to boost in-store sales.
Watch this video to find out how working with suppliers to deliver vibrant and fun in-store activations can reinvigorate loyalty among your regulars, encouraging them to engage with the latest launches, as well as attract new customers and, crucially, keep them coming back for more.
