The Four Types of C-Store Customers

Dear Client:Researchers at the Palmerston Group (commissioned by ad agency Cole & Weber) went undercover as clerks in c-stores across the United States to identify and define their four key shoppers. Their research goal was to develop a consumer segmentation model for c-store consumers based on need-states and purchase-triggers. The study took place in August 2009 over a nine-day period. C-store sales in the US were just over $624 billion in 2008 (Source: NACS) and it's estimated that $300 million