$3.$ Shop$-$Alongs

Objective: Observe real$-$time consumer decision$-$making when choosing beverages in$-$store.

Locations: Major retailers where Poppi is available $($e$.$g$.,$ Whole Foods, Target, and $7-$Eleven$).$

Participants: A mix of Poppi buyers, potential buyers, and those unaware of the brand.

Focus Areas:

Product Visibility and Shelf Placement $$ How does Poppi$$s visibility on shelves compare to other beverages?

Price and Packaging $$ Do consumers feel Poppi$$s pricing is reasonable for everyday consumption?$$

Comparative Behavior $$ How does Poppi compare to brands like kombucha, sparkling water, and soda in consumers$$ minds?

Outcome: Capture in$-$store behaviors and preferences, including any challenges to Poppi$$s mainstream appeal

WRITE THEME CODES AND RECOMMENDATIONS IN SYNTHESIZE TAB

Segment A: Potential Poppi Buyers $($Non$-$Rejectors & Soda Drinkers$)$

Key Insights from In$-$Store Behavior and Preference

Visibility and Shelf Placement

Whole Foods

Challenge: Placement in lower aisles

Opportunities: Position closer to kombucha or higher on shelves

Target

Challenge: Not immediately noticed

Opportunities: Placement near sparkling waters or soda aisles

$7-$Eleven

Challenge: Lower Placement in convenience stores made it blend in with less noticeable products$$

Opportunities: Higher shelf placement

Pricing and Packaging Assessments

Whole Foods

Challenge: Considered a $$specialty$$ drink, with some participants feeling the price was too high for a non$-$essential product

Opportunities: Emphasize Poppis$$ unique health benefits

Target

Challenge: Price is considered premium and there was hesitant about buying an entire pack without trying the product first

Opportunities: Offer single$-$can purchases or variety packs$$

$7-$Eleven

Challenge: Poppi$$s price was seen as too high for a convenience store setting, where low cost options are expected

Opportunities: A lower price point of promotional discounts in convenience stores could align better$$

Comparative Behavior $($Poppi vs$.$ Other Brands$)$

Whole Foods

Challenge: Alternative to kombucha and soda, but the pricing made it less attractive for daily consumption compared to sparkling water options

Opportunity: Differentiate by emphasizing its prebiotic benefits compared to kombucha$$s probiotics

Target

Challenge: Seen as a cross between soda and kombucha$$

Opportunity: Reinforce its position as a healthy soda alternative or $$gateway$$ drink

$7-$Eleven

Challenge: Health positioning was at odds with its placement alongside sugary sodas

Opportunity: Highlight Poppi$$s health benefits more clearly in a convenience store context$$

Challenges to Mainstream Appeal

Visibility and Placement

Pricing Concerns

Confusion over Positioning

Competition from Established Products