THE EVOLVING DEFINITIONS OF CONVENIENCE

July 17, 2019

Despite their name, convenience stores aren’t the only retail outlets focused on delivering convenience for shoppers. In fact, almost every type of retailer operating today emphasizes some element of convenience and shoppers are aware of those choices.
 

Embracing Modern Convenience: Responding to Shopper Needs is the newest study from the North America NACS Coca‑Cola Retailing Research Council. The report takes an in-depth look at changing consumer attitudes toward convenience, with insights that can help operators stay ahead of the game and remain competitive with other retailers.
 

Page 10 of the report, which was compiled through extensive shopper interviews and surveys, describes the various ways different channels are embracing modern convenience. “Modern convenience” is about offering value and experience in a convenient way.
 

Traditional convenience leaders like c-stores, cafes, QSRs and drug stores provide quick and easy solutions to immediate needs. Those channels are tapping into more modern notions of convenience by offering customization, personalization and special features like all-day breakfast or on-site food trucks.
 

On the other hand, traditional large-format channels like online retailers, dollar stores and the grocery deliver category breadth and depth to meet a variety of needs. They are embracing modern convenience by offering smaller footprints to fit neighborhood needs and by creating in-store destinations and services, like cheese shops or vegetable butchers.
 

In order to remain competitive for the convenience-minded shopper, c-store operators must understand the shifts in what shoppers want and how various channels are meeting those needs.