The North America NACS Coca-Cola Retailing Research Council (CCRRC) has issued a new report, “Embracing Modern Convenience: Responding to Shopper Needs.”

The report, based on extensive shopper interviews and surveys, offers a glimpse into the changing cooking, shopping and eating habits of c-store shoppers and even the changing nature of convenience itself. The report doesn’t lay out one specific path for companies to follow but is intended to catalyze discussion inside c-store companies. The findings should help convenience retailers better understand changing shopper patterns in order to gain relevance in the lives of those shoppers.

Some key takeaways:

• C-store shoppers are looking for speed: Nearly 80% of c-store food and beverage consumption starts on the go—so retailers should offer an assortment of single-serve, portable foods and beverages for on-the-go consumers.
• C-store shoppers are looking for quality: 81% of consumers want a balance between current, traditional and fresh/healthy food at c-stores—so retailers should offer more high-quality, fresh and healthy food and beverage options.
• C-store shoppers are looking for experience: 75% of millennials say they would use digital preordering if provided by a c-store—so retailers should consider offering a smartphone-friendly loyalty program that can earn points and allow preordering.

In turn, convenience stores can respond to the needs of the future consumer along a continuum of change. The first strategy is Maintain: Retain traditional relevance, including speed and ease, location, accessibility and familiarity. Continue to fill immediate consumption needs.

The second is Improve: Deepen satisfaction. Upgrade basic store features and offerings to create more enjoyable experiences and focus on humanizing your service. Provide a fresh assortment of healthier foods and perishable items, along with premium indulgence items. Try sourcing products locally and experiment with things like private-label juices and beer.

The third strategy is Exceed: Strengthen competitiveness. Think ready-to-eat meals, customizable experiences via self- and full-serve options and digital engagement.

Finally, Expand: Create new relevance. Create unique spaces for a wider range of functional and social purposes. Provide a welcoming environment for customers to linger or meet up with others, with comfortable, well-placed Wi-Fi-connected seating. In-store entertainment creates new reasons to stop in. Provide accessibility to public transit users and relevance for ride-sharing drivers and riders, too.

To download the full report, visit www.ccrrc.org.