The 5-Step Formula: How Top CPG Brands Dominate in C-Stores

As a CMO overseeing partnerships with more than 65,000 convenience retailers across North America, I’ve had a unique vantage point to observe what truly separates successful CPG brands from those that struggle in this high-velocity channel.

After all, the convenience channel is a different beast than the rest of the retail world. To thrive in it, you need to understand the mindset of a customer who simply wants to quickly grab whatever they need before they jump back into their hectic schedule.

To put it another way, the c-store market is where winning often depends on a matter of inches, impulse purchases, and split-second decisions. The brands that succeed tend to be really good at understanding c-store shopper psychology rather than just showing up with OK packaging and hoping for the best.

After analyzing hundreds of product launches and merchandising strategies using data from billions of c-store transactions, I’ve identified five distinct characteristics that consistently help top brands outperform their peers in c-store environments.

1. Get to know the unique “convenience mindset”

Successful brands realize that c-store shoppers aren’t making a leisurely Sunday trip for groceries. They understand that a shopper buying coffee at 7 AM operates on completely different brain chemistry than someone carefully comparing yogurt brands at the supermarket.

The convenience channel hinges on high-speed decision making, offering high foot traffic, fast sales velocity, and the ability to test new concepts quickly. That helps make it an ideal spot for brands to experiment. You’ll notice a lot of wild packaging that practically screams “buy me” and intentional product placement that aligns with an urgent, on-the-go mindset.

The “convenience mindset” is more than just a concept, however—it’s quantifiable. Industry data reveals that the average c-store visit lasts just over three minutes, with 71% of purchases being unplanned when the customer enters the store (Source: GasBuddy, NACS).

According to PDI data, products placed at eye level in high-traffic zones often have up to 30% higher purchase rates than identical items on lower shelves (eye level is “buy” level). Moreover, affinity pairings and strategic placement near complementary products (like energy drinks next to breakfast items) can significantly boost sales. This is the result of brands drilling into the psychology of convenience.

2. Let data drive your decision making

Success doesn’t come from following gut feelings. Winning CPG brands live and breathe data. They prioritize data transparency and granularity, so they can make more informed decisions about their product and marketing strategies.

The savviest brands take a data-driven and customer-centric approach. This includes social listening and natural language processing to decode what c-store shoppers really want (spoiler alert: they usually want a big dose of convenience with a side of guilty pleasure).

PDI data reveals the remarkable impact of data-driven decision making. Through our analytics platform, we’ve witnessed CPG brands significantly increase their c-store sales in just months. For example, one mid-sized beverage brand recently leveraged our basket analysis tool to discover an unexpected affinity between their product and a particular snack category.

After adjusting their merchandising strategy, they immediately saw a big uplift in velocity with only minimal promotional spending. In a channel where margins are tight and competition is fierce, these data-informed advantages compound quickly.

3. Proactively collaborate with c-store gatekeepers

Nobody gets a participation trophy just for showing up. Top brands know that improving their collaboration with convenience retailers creates mutually beneficial scenarios where retailers tap into a bigger share of brand spending and brands get their own set of perks in terms of prime product placement or exclusive offers.

The real power comes in partnering with stores to offer joint rewards programs. That’s because loyalty members typically spend 29% more per visit than regular customers (Source: PDI). Smart brands can cash in by piggybacking onto established c-store loyalty programs.

4. Use insights to innovate faster

Did I mention that speed wins in the c-store market? Rather than which brand has the biggest budget, success depends on who moves first, learns fastest, and adapts with precision. The convenience channel is like a retail laboratory where you can test new products and get real-time market feedback faster than anywhere else.

Smart brands use this channel’s lightning-fast turnover to their advantage, treating each store like a focus group that pays them for the privilege of joining in.

C-Store Shopper Insights Report for CPG Brands

Get more c-store shopper insights for CPGs in this info-packed report.

5. Continually refine your engagement and offer strategies

Lastly, winning brands thrive with engaging promotional campaigns tailored to the convenience channel. Examples of success include high-impact sweepstakes programs that reward purchases with compelling prizes that drive immediate sales and long-term brand engagement.

Brand leaders also balance high-margin and high-volume items in their c-store strategies, optimizing their product assortment for a perfect combination of profitability and velocity.

Looking ahead, I see three emerging strategies that will create opportunities for forward-thinking CPG brands in the convenience channel: digital integration at the shelf edge, hyper-personalized mobile promotions, and sustainable packaging that resonates with younger c-store shoppers.

Make your mark in the convenience channel

As someone who partners with convenience retailers, CPG brand leaders, and category managers on a daily basis, I’ve seen firsthand how these five principles separate market leaders from followers. The convenience channel offers unmatched speed-to-market and consumer feedback loops that smart brands can leverage to outpace their competitors.

If you’d like to discuss how your brand can compete more effectively, connect with me on LinkedIn or email me at CStoreCMO@pditechnologies.com.