We saw, heard, and discussed an enormous amount of data during the three days of presentations at the 2026 NACS State of the Industry (SOI) Summit, held in Schaumburg, Illinois, in April 2026.
All the presentations were relevant with nuggets of important takeaways. But the presentation that stood out to me most presented a powerful reminder that behind all the data, metrics, and technology, the essential driver of growth remains the customer experience.
That perspective came from Brittany Hodak, an award-winning entrepreneur and author of Creating Superfans.
One interesting piece of trivia Brittany shared was that the term “superfan” dates back to 1918, describing an extremely enthusiastic and dedicated supporter who becomes an advocate for the brand. More than a century later, that idea may be more relevant than ever.
I agree with Brittany that we are living in an “Experience Economy.” Customer experience drives more than two-thirds of customer loyalty, more than brand and price combined.
Her message was simple but important: every employee is part of the Experience Department.
Whether someone works in operations, foodservice, technology, marketing, or the front line, every interaction shapes how customers feel about a brand. And increasingly, how customers feel determines whether they return, recommend, and advocate.
Brittany shared a memorable framework for building loyal advocates through her S.U.P.E.R. model:
- Story – Clearly communicate who you are and what you stand for.
- Understand – Know how your story intersects with your customer’s needs and expectations.
- Personalize – Create experiences that feel relevant and meaningful.
- Experience – Deliver memorable moments that customers remember and share.
- Repeat – Consistency builds trust, loyalty, and advocacy over time.
In Brittany’s words, “Superfans are customers who create more customers.”
While social media certainly accelerates advocacy today, the concept itself goes far beyond digital engagement. The SUPERfan model applies to every aspect of business, especially in convenience retail where small moments and daily interactions shape long-term customer perception.
The example Brittany shared came from her personal experience with Chewy, a company widely recognized for creating highly personalized customer experiences that turn transactional relationships into emotional connections.
The larger takeaway for convenience retail may be that as the industry continues investing in technology, AI, automation and data analytics, the brands that ultimately stand apart will still be the ones that make customers feel valued, understood, and remembered.
In an increasingly competitive marketplace, experience is the most important differentiator of all.
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