Asked why he robbed banks, criminal Willie Sutton said it was simple. “That’s where the money is.”
With far more noble goals, truck stop operators need to follow that same advice when it comes to understanding the changing consumer. Because, as always, they are where the money is.
Understanding consumers these days is more complex than ever. With the population growing ever more diverse, with needs and wants scattering in a million directions, and with technology reshaping the ways we all connect and communicate, the consumer is a more elusive target than ever.
Like it or not, every operator need understand this vital issue to build success for the future. History has taught us that what worked in the past is never close to being enough for the future. And given the rapidly accelerating pace of change, success only promises to get more challenging.
That’s why I’m delighted to be part of this year’s NATSO Show in Nashville and I hope you’ll join my breakout session, Tuesday, Jan. 28, at 4 p.m. focusing on the changing consumer.
We’ll take a look at the forces of change impacting the consumer to provide ideas on how operators need consider a broad range of business issues that could spell the difference between growing sales and stagnation.
It’s a topic you can never fully master, yet at the same time can never afford to ignore.
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