Consumer Behavior
C-store retail: Consumers, EV adoption among many factors reshaping the industry
The c-store industry is in a period of transition, shaped by forces that didn’t exist even a decade ago. The rise of EV, shifts in commuting patterns and consumers’ hunt for value are reshaping the industry.
September 24, 2025 by Judy Mottl — Editor, RetailCustomerExperience.com & DigitalSignageToday.com
Jeff Schlitt knows the convenience store business. As his dad owned c-stores he got firsthand insight into how they operate, drive profit and the importance of making "convenience" a core part of the customer experience.
Today Schlitt is the solution engineering director at Arity, a mobility data and analytics company founded by The Allstate Corporation.
In his role he is responsible for driving awareness, adoption and value for Arity's products and he has been designing, selling and implementing analytic solutions for 30 years.
RetailCustomerExperience reached out via an email interview to get Schlitt's perspective on the current state of the c-store industry, what's driving trends and what strategies are critical to not only surviving in the c-store industry but succeeding given the increasing competition and many changes taking place within the c-store environment.
Data — relating to everything from EV owner behavior to consumers' demand for greater value — is playing a key role in everything c-store.
Q. How would you describe the c-store industry at this point as compared to five or 10 years ago?
Schlitt: The C-store industry is in a period of transition, shaped by forces that didn't exist even a decade ago. Historically, success hinged on high-visibility locations – with bright signage, competitive fuel prices, and impulse purchases driving much of the foot traffic. Today, the rise of electric and hybrid vehicles, shifts in commuting patterns, and consumers' hunt for value are reshaping that dynamic.
At the same time, these changes are pushing the industry to evolve in ways that open new opportunities. C-stores are increasingly serving as agile platforms for testing new formats, localized marketing, and digital engagement strategies. The operators who thrive are those who recognize that shopper missions have diversified — from morning coffee runs to wellness-focused stops — and who use data, particularly driving behavior insights, to anticipate when and how to meet those needs. Rather than being passive waypoints, successful c-stores are becoming intentional destinations, powered by smarter loyalty and engagement strategies.
Q. How critical is loyalty for c-stores and what's proved to be the top elements of a successful c-store loyalty program?
Schlitt: Loyalty has become a critical lever for growth because it provides stability in a marketplace where foot traffic is no longer guaranteed. Research shows that loyalty members spend more — on average, around 12% more than non-members — and in the c-store category, that kind of lift is especially powerful. Because convenience retail operates on higher margins and smaller basket sizes, increasing both frequency and spend per visit creates a winning combination of volume and profitability.
What makes loyalty programs especially valuable for c-stores is that customers respond well to them. In fact, c-stores see better loyalty member retention than quick-service restaurants, underscoring that consumers genuinely value the convenience, variety and accessibility these retailers offer. But loyalty today is about more than points or discounts. The most effective programs feel personal and seamless. Customers expect offers that reflect their habits, integration with mobile payments or ordering, and even moments of delight that encourage them to open the app regularly. When loyalty is treated as an extension of the customer experience rather than a transactional add-on, it becomes a powerful driver of repeat visits.
Q. How does driving behavior data play into c-store loyalty strategy?
Schlitt: Driving behavior data is emerging as a key differentiator for loyalty programs because it enables operators to go beyond what a customer has done in the past and anticipate what they are likely to do next. By capturing insights into where people go, how they get there and when they're on the move, stores can begin to build a more complete customer profile. That means not only understanding purchasing behavior inside the store, but also identifying patterns before, during and after trips — whether someone is heading out on a road trip, running school drop-offs or commuting to work.
This intelligence also brings visibility into competitive behavior — such as where else customers might be stopping for gas, food, or beverages — giving operators an edge in delivering more timely, relevant offers. Even before a new store is built, driving behavior data can help pinpoint high-value locations based on traffic flows, stop frequency and traveler intent, ensuring stores are placed where demand already exists. Over time, these predictive touchpoints help transform loyalty from a static system into a dynamic strategy that aligns with the natural rhythms of customers' lives — and keeps them coming back.
Q. What are some top strategies for converting a passerby into a loyal customer?
Schlitt: Converting a passerby into a loyal customer starts with creating relevance in the moment and building on it consistently over time. One strategy is to make offers that build naturally on previous behavior — if someone has purchased an energy drink on their last few visits, recognizing that preference can be a simple but effective way to draw them back. Even better is when that purchase history aligns with broader location insights — for example, if many passerby customers also frequent a nearby gym, that creates the right data equation for promoting post-workout snacks or hydration deals at just the right time.
Another strategy is to make the engagement itself enjoyable, whether through gamified challenges, exclusive digital rewards, or promotions tied to specific times of day. Just as important is timing: the most effective nudges are delivered not only when a driver is en route, but also beforehand — during those planning moments when people are shaping their routines and making both conscious and subconscious decisions about where to stop. By showing up in those key decision windows, C-stores can turn what might have been an incidental visit into a repeat habit. Over time, these touch points add up to something more durable than convenience alone — they build preference.
Q. Are mobile apps and geotargeted push alerts the latest tech c-stores are adopting to drive loyalty or are there longtime tech options still doing most of the work?
Schlitt: Mobile apps and push alerts may be at the center of current loyalty efforts, largely because they allow for real-time interaction and direct engagement with consumers. However, the real shift is not in the technology itself but in how it is being applied. Traditional loyalty mechanics like points programs, bundles, and in-store promotions still matter, but they're far more powerful when enhanced with predictive insights. Rather than flooding customers with generic notifications, the best operators are using driving behavior data to ensure offers are timely, relevant, and unobtrusive. In this way, newer tools and longtime strategies are not competing — they're converging into a more holistic approach to loyalty.
Q: What advice do you have for the c-store operator/owner to do to drive loyalty?
Schlitt: For operators, the most important step is to think about loyalty as a long-term relationship rather than a short-term promotion. That means being intentional about personalization, transparent about how data is used and consistent in offering real value to the customer. It also means finding ways to engage beyond the pump, since fuel alone can no longer guarantee foot traffic.
Related to the earlier point I made about top strategies for converting a passerby into a loyal customer, one opportunity that's often overlooked is using driving behavior data to identify untapped potential. This data can reveal what types of places customers are visiting nearby and where a store may be underperforming. For example, if a location sees high drive-by volume from people who frequent a nearby gym but isn't converting those visits, that insight can inform product or menu innovations — like adding hydration-focused promotions or better-for-you snacks. In this way, driving behavior data becomes more than a marketing lever — it's a strategic tool for shaping experiences that build lasting loyalty.
What to avoid? First, don't overwhelm customers with irrelevant offers — too many notifications can drive people away. Second, don't treat all drivers the same. Different customers have different missions and routines, and failing to recognize that risks making loyalty feel generic. Ultimately, loyalty is about trust: the more consistently you deliver something useful and timely the more likely customers are to make you their preferred stop.
About Judy Mottl
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