Maximizing the Path to Purchase at Your Truckstop with Beverages


Beverages are big business for the nation’s truckstops and travel plazas. During NATSO Connect, Stephanie Kowitz, senior manager of shopper Insights for The Coca-Cola Co., said beverages are the No. 1 reason for a trip to the store and account for more than one in four trips.

“The cold vault, as we know, is a key driver for the store,” Kowitz said.

However, getting customers on the path to purchase isn’t always easy. Kowitz said 67 percent of gas buyers at truckstops leave without purchasing anything else and 74 percent of gas customers at c-stores leave without buying anything.


But, there is hope. Innovative displays and the right signage can draw fuel customers inside. Kowitz told attendees at NATSO Connect that 53 percent of gas buyers reported that they have noticed a sign that has led to a purchase....

Photos credit: Brittany Palmer/NATSO

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