For convenience stores, it appears loyalty beats lower prices. New research from Vontier shows that, for C-stores, human connection and familiarity are what matters most to loyal shoppers.
A national survey of over 600 consumers showed that the top factor that makes C-store customers loyal is familiarity.
The findings point toward a shift in how consumers are beginning to shop: the more often a person visits a store, the less price matters, according to the research.
Here are a few noteworthy findings on what matters most to C-store customers:
Social interactions over discounts: Shoppers who frequent a C-store value being known more than getting a discount.
Safety and predictability are essential: Nearly 70% of drivers said that they prioritized well-lit and reliable C-store locations.
Food and beverage popularity rise: A large number of Millennials and Gen Zers (64% and 67%) stop at convenience stores specifically for food and beverages, which indicate that their frequent trips are viewed as an experience.
Car wash pride: Younger drivers take great pride in the appearance of their vehicles and frequent car washes at C-stores.
EV drivers’ preferences: A majority of EV drivers will choose a charging location based on safety, lighting amenities, and overall site quality. This means charging time becomes cultural time – a moment to engage, browse, or eat in a place that feels familiar.
So, why exactly is loyalty so important to C-store regulars?
Elaine Buxton, the CEO of Confero, works with multi-location businesses measuring how customer experience strategies perform in real-world interactions. She feels that familiarity in convenience retail is often less about brand loyalty and more about confidence in the experience.
Customers tend to return to C-stores where they know what to expect, from cleanliness and lighting to product availability and speed of service.
“This differs from other types of shopping, where customers may be more willing to compare options or explore new brands,” Buxton told The Food Institute. “In convenience settings, predictability and ease often matter more than price because the decision is quick and routine.”
So how can C-store operators capitalize off this knowledge?
“Stores that are clean, well-stocked, and staffed by friendly employees create repeat behavior, while those that adjust offerings to reflect neighborhood preferences – whether that means healthier snacks, upgraded coffee options, or familiar staples – strengthen that connection over time,” Buxton said.
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