REDEFINING CONVENIENCE: SUCCESSFULLY MARKETING TO 21ST CENTURY CONSUMERS

North America NACS, 2001

The definition of convenience is constantly changing. Right now, retailers have an opportunity like never before to understand and satisfy consumers’ increasing needs for convenient shopping options by aggressively marketing its unique strengths and services. This report aims to profitably position convenience stores to compete for today’s consumers by understanding how convenience is changing in the eyes of consumers and identifying the implications and growth opportunities. The recommendations provided are designed to stimulate thinking for companies both large and small to determine where they fit within the changing landscape of convenience.