February 20, 2020

Asked why he robbed banks, a famous criminal once said, “That’s where the money is.” Apply that logic to business and what follows is a clear vision of the shoppers that c-stores need to target.

As the nation’s largest generation, millennials are widely coveted consumers, and if convenience stores act with strategic precision, they can win them over. In Embracing Modern Convenience: Responding to Shopper Needs, the newest study from the NACS/Coca‑Cola Retailing Research Council, there are numerous examples of how to best appeal to this burgeoning demographic.

Page 25 of the report shows millennials are far likelier than older generations to consume a purchase in store or while walking home. This insight is particularly helpful as many c-stores begin offering in-store seating and WiFi. Most millennials — even those without children — view these amenities as attractive additions to the traditional c-store experience. As one respondent told our researchers, “We meet here (at the c-store) to get going because it’s central, safe and everyone can get what they need.”

Sounds like a formula for growth. To download the free report and learn more, visit