CPG Brands and C-Store Shoppers

A Match Made in Retail Heaven 

By: NCS Marketing

Could the modern convenience store (c-store) be evolving into an important place for CPG brands to drive more impactful advertising outcomes?

Absolutely! A convergence of c-store trends means advertisers have a compelling opportunity to begin building relationships with younger consumers, drive higher incremental sales and test innovative ideas in real-time.

Think about it – these stores are like prime real estate for visibility. They're everywhere, and people pop in all the time, often for just one or two things. That means your product can literally be the impulse buy of the day. 

And let's not forget, convenience store shoppers are a diverse bunch, so you're getting your brand in front of all sorts of eyes. Plus, there's this cool thing about convenience stores – they're often where people discover new products, especially those 'grab-and-go' items. 

New research shows Gen Z finds these stores particularly appealing. This young, digitally connected generation is more likely to belong to the store’s loyalty program and spend more time browsing the aisles and hanging out.

Another notable trend? Retail media networks are booming - McKinsey predicts the U.S. market will reach $100 billion by 2026 - and c-stores are getting into the game.

Meanwhile, the impact of brand factors, such as consumer loyalty, market share, and brand penetration, on driving incremental sales has increased since 2017.

For CPG brands, these trends present an opportunity to collaborate and advertise with c-stores, experiment with new ideas and build loyalty with a new generation of consumers.

That’s why, when we shared the stage at the annual Advertising Week conference with our valued partner, 7-Eleven, we had one big question: 

How can CPG brands harness the power of convenience and connectivity? 

We captured our wide-ranging conversation in our latest e-book, “Tap into the C-store consumer: A how-to guide for CPG Brands” - plus a whole lot more. We wanted CPG brands to have all they need to hit the jackpot with c-store shoppers, so our e-book is packed with information, such as:

• How CPG brands can leverage retail media networks to connect with c-store consumers
• How Gen Z will impact future CPG advertising outcomes
• Why brand loyalty matters more today for advertising effectiveness
• Why holistic measurement is key to driving incremental sales

With a focus on convenience, innovation and a holistic view of the market, CPG brands stand to gain quite a bit when they collaborate with convenience stores. 

So, if you're wondering how to build brand loyalty or drive a meaningful impact on sales everywhere, download the e-book and learn how to tap into the c-store consumer today.