Advances in technology continue to drive changes to the c-store industry each and every day. Emerging loyalty programs, mobile payments, online ordering, and advanced analytics are all having an impact on how retailers and brands engage with today’s c-store shopper.
For years CPG brands invested a large portion of their budgets in trade promotion to reach and engage consumers primarily in the grocery space. But as growth in grocery revenue continues to slow, CPG brands are beginning to rethink how and where they can reach today’s shoppers.
2017 brought another year of change for retail, with the convenience store industry not only expanding their footprint, but also outpacing big-box retailers in revenue growth.
For this growth to continue, brand and c-store marketers must begin to think outside of their own channels in order to reach and engage new customers.
Each year as the Koupon team begins to write our State of the Industry report, we look back on the year prior and gather what we’ve learned, what our brands and retailers have accomplished, and what the data is telling us about the future of retail and the impact of mobile offers.