To appeal to millennials, convenience stores should put emphasis on being transparent, using social media, including mobile devices in media planning and making sure there is a connected, consistent message, writes Jeff Weidauer, vice president of marketing and strategy for Vestcom International. "Millennials value relationships, connections and transparency. By engaging with them on their terms, it's possible for c-stores to build a relationship that wasn't available with boomers. The key is to create trust via an open dialogue that crosses media and ties right to the store," he writes.
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