Convenience is one of the best retail environments for influencing consumers through shopper marketing — the purchases are low-risk and prone to shopper promiscuity, with shoppers willing to try new items?

So many convenience store purchases are driven by impulse, with successful shopper marketing techniques said to provide that last bit of influence at the point-of-purchase, where many final buying decisions occur.

However, some shopper marketing experts say the convenience channel could be doing so much more to sway consumers who are open to being swayed.

“Convenience is one of the best retail environments for influencing consumers through shopper marketing — the purchases are low-risk and prone to shopper promiscuity, with shoppers willing to try new items,” said Rebecca Brooks, founder of Los Angeles-based Alter Agents, which has conducted nearly 100 shopper marketing studies across dozens of categories, including in the convenience channel for ampm.

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