Convenience Store News - July 2018 - 11

THE C-STORE ALCOHOL SHOPPER
Convenience is beer's single largest platform, and growing - but the landscape is evolving. No two stores are
the same, but Anheuser-Busch and its retail partners can grow by understanding key similarities between
account types.

WHO

WHERE

WHEN

THE CURRENT C-STORE ALCOHOL SHOPPER

4 KEY C-STORE SEGMENTS*

TIME

Male

Young

47%
85% Male

Under 35

Unmarried

56%
45%

52%

51%

47%

% Married
C-Store
Grocery

Urban

Residential area.
Fuel and coffee stop
for commuters and
neighborhood walk-ins.

Higher-density area
serving diverse group of
mostly walk-ins. Hybrid
work/residential focus.

Low price/
deal sensitivity.

Value shoppers
seek EDLP.

Diverse
Index to LDA
Population
86
146
144
75

22%
17%
6%

Ethnicity

Mass & Club
Other

Caucasian
Afram

Hispanic
Other

49% of trips to convenience are spontaneous.

Neighborhood

hola!

Hispanic

Seek deals.

50%+

Of all trips occur in a
6-hour evening period
(6pm - midnight).

Highway

In predominantly
Hispanic neighborhoods,
or elsewhere but
serving predominantly
Hispanic clientele.

Day of Week

61%

Fuel-driven stop, typically
serving non-local traffic
passing through.
Lower need for
immediate consumption.
*Several more account types exist

Frequency

of trips occur
between Fri-Sun

Alcohol Trips per Week

All stores
Highway
Urban
Neighborhood
Hispanic

WHY

WHAT

HOW

For What

Pack Size Purchased

Route

2.9
3.0
5.0
2.0
4.0

71% of trips begin at
work or home.
#1 Relax

#2 Social

Transportation

#3 Party

64% Singles

For Whom

72%

buy
for self.

12% 2-6 Packs

Beer Temperature
Purchased

Lower: Urban.
Higher: Hispanic.

98% of shoppers buy
beer cold.

Why C-Store
Channel chosen for
beer selection.

78% of trips end
at home.

Store chosen
for proximity
to home/work.

Cold

Warm

STORE LAYOUT

87% drive.

24% 12+ Packs

Time to Consumption
68%
consume
within 3
hours of
purchase.

41%

1 hour

27%

1-3 hour

12%

4-8 hour

13%
4%

The next day

Later that day

Lower: Urban.
Higher: Highway.

Planning
~90% of all category, brand and pack
choices are made pre-store.

Speed: Time in Aisle
:05

:22

:15

Hispanic

Urban

Highway

COOLER ENGAGEMENT

:10
Neighborhood

TERMINAL DOOR

FLOOR PLAN

Doors at end of well-traveled aisles
to cooler get very high engagement.

Shoppers are goal-oriented and navigate directly to cooler. Visibility
of cooler upon entry, and directness of route between door, cooler
and counter, affect level of browsing engagement.

SINGLES DOOR
Doors containing singles get very
high engagement.

Circular Plan

STRIKE ZONE
Shoppers' visual attention is usually
concentrated from eyes to knee-level.

Forced Plan
Cooler

Warm Display

EDLP
Value shoppers seek everyday low prices,
starting on the bottom shelves.

Line of Sight
Door
Counter
More Browsing
Harder Navigation

TOP/BOTTOM AREAS
Low visual attention at most account types.

Less Browsing
Easier Navigation

MERCHANDISING

Communication Placement
Good: On way to cooler

66%

RECALL NO ALCOHOL
MERCHANDISING.

The rushed, highly planned nature of trips
as well as the overwhelming amount of
merchandising means breakthrough
is very difficult.
ANHEUSER-BUSCH

INSIGHTS

Better: Cooler-adjacent
Best: On cooler shelf or door

1-Second proposition

2 for $4

Large font
Colorful contrast
10-Second proposition

Bad: Other category

Buy 1, get 50% off 2nd*

Worse: Transition zone

*with purchase of x qualifying
brands and y pack sizes

Worst: Outside store

2017 ABI C-Store Explore Research:

Communication Principles

syndicated data,

eye tracking,

in-store observation,

Smaller font
Plain colors

surveys,

Exit Interviews.



Table of Contents for the Digital Edition of Convenience Store News - July 2018

Contents
Convenience Store News - July 2018 - Intro
Convenience Store News - July 2018 - Cover1
Convenience Store News - July 2018 - Cover2
Convenience Store News - July 2018 - 3
Convenience Store News - July 2018 - 4
Convenience Store News - July 2018 - 5
Convenience Store News - July 2018 - Contents
Convenience Store News - July 2018 - 7
Convenience Store News - July 2018 - 8
Convenience Store News - July 2018 - 9
Convenience Store News - July 2018 - 10
Convenience Store News - July 2018 - 11
Convenience Store News - July 2018 - 12
Convenience Store News - July 2018 - 13
Convenience Store News - July 2018 - 14
Convenience Store News - July 2018 - 15
Convenience Store News - July 2018 - 16
Convenience Store News - July 2018 - 17
Convenience Store News - July 2018 - 18
Convenience Store News - July 2018 - 19
Convenience Store News - July 2018 - 20
Convenience Store News - July 2018 - 21
Convenience Store News - July 2018 - 22
Convenience Store News - July 2018 - 23
Convenience Store News - July 2018 - 24
Convenience Store News - July 2018 - 25
Convenience Store News - July 2018 - 26
Convenience Store News - July 2018 - 27
Convenience Store News - July 2018 - 28
Convenience Store News - July 2018 - 29
Convenience Store News - July 2018 - 30
Convenience Store News - July 2018 - 31
Convenience Store News - July 2018 - 32
Convenience Store News - July 2018 - 33
Convenience Store News - July 2018 - 34
Convenience Store News - July 2018 - 35
Convenience Store News - July 2018 - 36
Convenience Store News - July 2018 - 37
Convenience Store News - July 2018 - 38
Convenience Store News - July 2018 - 39
Convenience Store News - July 2018 - 40
Convenience Store News - July 2018 - 41
Convenience Store News - July 2018 - 42
Convenience Store News - July 2018 - 43
Convenience Store News - July 2018 - 44
Convenience Store News - July 2018 - 45
Convenience Store News - July 2018 - 46
Convenience Store News - July 2018 - 47
Convenience Store News - July 2018 - 48
Convenience Store News - July 2018 - 49
Convenience Store News - July 2018 - 50
Convenience Store News - July 2018 - 51
Convenience Store News - July 2018 - 52
Convenience Store News - July 2018 - 53
Convenience Store News - July 2018 - 54
Convenience Store News - July 2018 - 55
Convenience Store News - July 2018 - 56
Convenience Store News - July 2018 - 57
Convenience Store News - July 2018 - 58
Convenience Store News - July 2018 - 59
Convenience Store News - July 2018 - 60
Convenience Store News - July 2018 - 61
Convenience Store News - July 2018 - 62
Convenience Store News - July 2018 - 63
Convenience Store News - July 2018 - 64
Convenience Store News - July 2018 - 65
Convenience Store News - July 2018 - 66
Convenience Store News - July 2018 - 67
Convenience Store News - July 2018 - 68
Convenience Store News - July 2018 - 69
Convenience Store News - July 2018 - 70
Convenience Store News - July 2018 - 71
Convenience Store News - July 2018 - 72
Convenience Store News - July 2018 - 73
Convenience Store News - July 2018 - 74
Convenience Store News - July 2018 - 75
Convenience Store News - July 2018 - 76
Convenience Store News - July 2018 - 77
Convenience Store News - July 2018 - 78
Convenience Store News - July 2018 - 79
Convenience Store News - July 2018 - 80
Convenience Store News - July 2018 - 81
Convenience Store News - July 2018 - 82
Convenience Store News - July 2018 - Cover3
Convenience Store News - July 2018 - Cover4
Convenience Store News - July 2018 - U1
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