Convenience retail is shifting from speed to emotional connection.
This insight comes from Terri Micklin, senior vice president of store development, facilities and real estate at 7-Eleven, Irving, Texas, who joined Andy House, vice president of Imagine Studio, in a presentation Tuesday at Outlook Leadership on the topic of Experience, Emotion and Engagement: The New Drivers of Convenience Retail.
“Convenience isn’t just about speed anymore,” Micklin said. “It’s about the value that we give to our customers with the time they give to us.”
When it comes to 7-Eleven as a brand, Micklin said success will come from creating emotional attachment to the brand, memorable experiences and more.
- 7-Eleven is No. 1 on CSP’s 2026 Top 202 ranking of U.S. c-store chains by store count.
House said the goal is no longer about transactions, but about relationships. Stores are evolving into places customers want to visit rather than simply serving quick purchases, he said.
House and Micklin both agreed that loyalty is also being redefined. Traditional loyalty programs are becoming less important than emotional loyalty.
“Convenience is no longer defined by time saved—but by value, connection and experience created,” House said.
Rather than simply serving quick purchases, stores are evolving into places customers want to visit, Micklin said.
“When you are part of someone’s everyday routine and they think of you as a purpose to their day, I think you’re unlocking something really special,” she said.
When asked about the future of foodservice for convenience retail, Micklin said she thinks of food as the last remaining trip driver that convenience retailers all have that they can really lean into.
“We have credibility in the space, and all of us, all of our brands, have the opportunity to differentiate,” she said. “7-Eleven has this great perspective of being an innovator in the foodservice space.”
Customers now compare convenience food with the best meal they’ve recently had, not just against another convenience store, Micklin said.
Regarding personalization, Micklin said the goal is to empower customers without overwhelming them. She introduced the idea of “democratized customization,” which offers easy self-service, simple choices, customer control and less decision fatigue.
“We’re really putting the choice back into the customer’s hands, so it feels easy and personal,” she said.
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