Over the past year, the NACS/Coca-Cola Retailing Research Council (CCRRC) has sifted through mountains of shopper research to learn more about convenience shopping occasions, what shoppers seek and their level of satisfaction in finding it. Those interviewed ran the gamut from shoppers who love their convenience store and visit frequently, to those who shop there occasionally, go only in a pinch or wouldn't enter on a dare. The NACS/CCRRC learned that current, former and potential customers have unmet needs that represent growth opportunities for c-store operators.
This process resulted in development of the playbook, an essential resource for c-store retailers of any size. The 25-page document is available for download here (PDF).