Casquinho, ConstançaMoreira, Vera Soares de Oliveira2024-05-242023-01-232022-12-16http://hdl.handle.net/10362/167777This project goal is to support Galp in adapting its C-Store concept to the evolving consumer trends and increase this business’s relevance. Digitalization, personalization, and diversification are trends that are shaping the increasingly relevant concept of convenience, which itself is continuously evolving. To understand how to leverage Galp’s C-Store value proposition, a market analysis, with a benchmark and best practice’s identification, a customer profile analysis, including the identification of personas, and a concept testing and validation have been conducted within this project. The outcomes are four recommendations, two of which both an MVP and a Pilot Test are suggestedengMarketingStrategy consultingConvenienceC-storeRetailGas stationB2cPhygitalDigitalizationPersonalizationDiversificationCustomer experiencemaster thesis203317246