Loyalty Isn’t Rational: Vontier Finds America’s Most Frequent C‑Store Visitors Are Motivated by Identity, Not Incentives

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New national research shows the most frequent convenience store visitors are motivated by human connection and cultural identity, not just price. RALEIGH, N.C., March 26, 2026 --( BUSINESS WIRE )--Convenience retail has long treated loyalty as a numbers game: lower the price, raise the frequency. But new national research from Vontier (NYSE: VNT) suggests something deeper is shaping American behavior at the pump and in the store. For the industry’s most frequent visitors, loyalty looks less like economics and more like familiarity. A national survey of over 600 US drivers reveals a clear divide. Casual drivers still shop transactionally. But the 24% who stop multiple times a week – the Super-Users who drive disproportionate revenue – are loyal for reasons that have nothing or little to do with discounts. They return because the store feels familiar, safe and part of their daily rhythm. In their world, the convenience store is not a pit stop; it is a place that feels like theirs. "If you want a customer to visit once a month, talk to their wallet. If you want them to visit every day, you have to talk to their heart," said Andy Bennett, Group President of Convenience Retail at Vontier. "Our research shows that the most frequent visitors are not chasing a cents-off coupon; they crave the feeling of community. At Vontier, we believe the role of technology is to streamline the transaction, so the retailer can elevate the relationship." The cultural logic of loyalty The findings point to a shift in the American psyche: the more often someone visits, the less price may matter. Loyalty behaves like identity, shaped by routine, geography and the subtle social cues that make a place feel welcoming. Several forces are accelerating this shift: Vontier’s integrated technology stack is designed to support this cultural shift by making the transactional invisible and the relational possible. As food, amenities and experience reshape expectations, the forecourt is no longer defined by price signs. It is defined by culture – by the stores that feel like part of a customer’s life, not just part of their route. Vontier’s research suggests the operators who win the next decade will be those who use technology to reclaim the human touch, transforming convenience retail from a commodity business into a community anchor. About Vontier Vontier (NYSE: VNT) is a global industrial technology company uniting productivity, automation and multi-energy technologies to meet the needs of a rapidly evolving, more connected mobility ecosystem. Leveraging leading market positions, decades of domain expertise and unparalleled portfolio breadth, Vontier powers the way the world moves - delivering smart, safe and sustainable solutions to our customers and the planet. Vontier has a culture of continuous improvement and innovation worldwide. Additional information about Vontier is available on the Company’s website at www.vontier.com . 1 Sources: J.D. Power, " 2025 U.S. Electric Vehicle Experience (EVX) Public Charging Study "; Fuels Institute, " Electric Vehicle Consumer Behavior ," 2021; Plug In America, " 2025 EV Driver Annual Survey Report ." View source version on businesswire.com: https://www.businesswire.com/news/home/20260326023547/en/ Contacts Media Contact: Antenna Group for Vontier [email protected]

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