Convenience Teens: Building Loyalty with the Next Generation

When the NACS/Coca-Cola Leadership Council (NCCLC) considered research topics for this study, findings of an overall decline in visits to convenience stores had been published in a number of places. Effective ways to address the decline was on the minds of many in the industry.We chose to focus on teens because of their strategic position as the next generation of shoppers.If the convenience industry can connect with them now, we will be laying a foundation for building lifelong loyalty.We designed the project to look at teens from multiple vantage points -- from the teens' perspective,through the lens of satisfaction drivers, by age segment and by behavior profiles. The result is a 360-degree view that highlights multiple, actionable opportunities convenience store operators can use to build strong relationships with their teen customers.Conducted by Clickin Research, the survey and analysis focuses on teens 16 to 20 years old who are convenience store customers.Key market opportunities for convenience store retailers were examined relating to: gas ready-to-eat food visit frequency in-store ring shopping patterns channel competitionFindings were based on responses to an online customer survey conducted by Clickin through participating convenience stores. Potential participating stores were recruited, and a representative sample was selected from this pool: a total of 119 convenience stores across the nation operated by 35 companies.Customers were invited at each participating store to complete Clickin's online customer survey, and stores provided incentives for participation. Surveys were fielded in three waves; each wave invited customers to take the survey over a two-week period. More than 8,000 convenience store customers -- including 600 teens -- responded during June, July and August 2005.

Convenience Teens: Building Loyalty with the Next Generation

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