Transparency is the new cultural cool. It’s not too cool for convenience stores, that’s for sure. Perhaps no one deserves—and demands— more transparency than the convenience store shopper.
Think about it. Customers are in and out in a flash.
They may have the inclination, but they certainly
don’t have the time to read every product label.
Convenience store shoppers simply want to know
that whatever they’re buying is what they think it is.
Transparency in a digital age doesn’t have to be
fancy. But it has to be real. Transparency matters—
just ask politicians like Bernie Sanders and
Donald Trump. And it sure mattered when several
major cheese makers recently got a very public media
lashing for quietly stuffing wood pulp filler into
“Bottom line: People want to know how they’re
spending their money,” says Erika Napoletano, a
brand strategist and author of The Power of Unpop-
ular. “They don’t want surprises at the register—
digital or physical—or after purchase.”
Transparency means trust. Nearly five in 10
millennials say they return to brands they trust,
BY BRUCE HOROVITZ
TRENDS AND INSIGHTS