North America NACS, 2005
NACS Council, 2005: 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.