Something remarkable happened for convenience stores in 2020. While the COVID pandemic put stress and strain on businesses across the country, it also presented some new opportunities. Convenience stores that reacted with flexibility and agility provided their communities with something badly needed: clean and convenient access to food and supplies.
From quickly adopting new sanitization standards to adding last-mile-fulfillment services, c-stores proved to be valuable partners in our communities. Customers quickly proved the importance of being a partner in the community for c-stores. As a result of these companies’ efforts, many of their customers still frequent their favorite retailers, creating a triangle-like traveling path between home, work, and c-store.
Now that life has resumed to “mostly” normal, it’s a good time to look at how c-stores can continue to hold valuable roles in the community. Businesses that are seen as part of the neighborhood are more likely to be successful because their customers feel a sense of belonging and tend to be more loyal.
What is Community for C-Stores?
Community for C-stores is about having shared values and priorities as the customers in the location it serves. According to a 2020 article in the Harvard Business Review, community-driven businesses experience benefits such as:
- Enthusiastic customers spread the word and promote the company to others,
- Customers are less likely to go elsewhere, and
- Customers support each other and the business, reducing costs like thefts and damages.
In 2021, NACS and the Coca-Cola Retailing Research Council produced a report proposing a need for c-stores to develop and promote sustainability initiatives. For their study, sustainability refers to a company’s interest and actions regarding environmental and social responsibility issues. They studied how frequent shoppers choose where they spend their dollars and found that about 45% said they frequented businesses that actively support sustainability initiatives. Some visible activities that customers notice include volunteerism, donations, ethical hiring and employment practices, energy-efficient lighting systems, EV charging stations, and safe working/shopping conditions.
Yet, every community may have a different set of priorities. Some areas may focus on supporting local businesses, while others prioritize youth sports and development programs. The key to your business’ success is learning what is important to your community and finding ways for your c-store to be a part of it.
How can you learn what’s important for your community?
The best way to learn about the needs of your community is to get involved. By joining community organizations like the Chamber of Commerce or the local Rotary Chapter, you’ll hear from business owners, community leaders, and neighbors about what’s important to them and their unique needs. Many community organizations also search for business leaders to help on boards and volunteer committees.
Another great way to learn about community needs is by talking with your employees. Chances are, most if not all of your employees are neighbors. They and their family members may be very interested in helping out local organizations that make a difference in their lives. You can help by connecting your resources to those efforts.
Looking for ways to grow your business?
GP Energy can help. We work with convenience store owners every day to help them understand the needs of their local customers and implement product lines and services to increase their bottom-line profitability. By partnering with GP Energy, we can help your business unlock its potential with new opportunities and achieve unimaginable success. Contact us today, and let’s get started.
