Coke Study Sheds Light On Immediate Consumption Habits Sales Drivers

ATLANTA -- Coca-Cola Co. has released findings from its latest tracking study that analyzes immediate consumption for food and beverages in convenience retail. In the study, called "Individual Shopping Habits, Occasions and Perceptions," Coke said the main takeaways for convenience retailers, much of which applies to vending and micromarket operators, are:

Focus on solutions. The key to unleashing the power of the immediate consumption trip is providing quick and easy solutions that can be put together in minutes.

Make it mobile. Because the immediate consumption trip typically involves less planning, it can be enriched and enabled with proximity marketing and mobile offers that reach shoppers at retail.

Have a conversation. The immediate consumption "social shoppers" use brands as part of their personal identities far more often than other shoppers. So talk to them!

Expand your horizons. The opportunity to expand immediate consumption behavior is tremendous, particularly to fill-in trips where the motivation was not food or beverages. There is also opportunity within immediate consumption trips, particularly with food and still beverages.

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