How do customers find you? Increasingly, it’s through online searches, which means convenience stores that don’t have a robust online presence or aren’t ranking when their customers search for important key words are missing out on increased traffic and sales. In fact, they are essentially driving customers to a competitor. “Our industry hasn’t been managing visibility very well,” said Lori Stillman, NACS vice president of research and education. “Today, people aren’t searching for places—they’re searching for things.”