How do convenience retailers measure up in Leger’s 2026 WOW Index?
Circle K delivers the best customer experience in the convenience store category in Ontario, according to Leger’s 2026 WOW Index.
The annual ranking is based on online surveys of recent visitors to more than 350 retailers across 26 sectors in Ontario, Western Canada and Quebec. Retailers are evaluated across 16 in-store experience dimensions related to products, price, service, store and personalization, and are given a score out of 100.
Circle K led the convenience store category with a score of 48.8, followed by Hasty Market in second place (46.9) and 7-Eleven in third (46.5).
In Quebec, Proxi/Provi Extra earned first place with a score of 66.5, followed by Super Sagamie (66.1), Filgo (64.1), Sprint (62.8) and Dépanneur Voisin (59.8). Convenience stores in Western Canada were not evaluated in the index. By comparison, the top 10 retailers in the overall rankings scored 90 and above.
“The experiential part is likely not as important [in convenience] as in other sectors because the needs are completely different,” said Luc Dumont, senior VP, consumer insights at Leger, in an interview with Convenience Store News Canada. He added that while factors like competitive pricing, efficiency at checkout, signage and store layout tend to be important in the convenience channel, other aspects that were evaluated in the survey—such as sense of belonging and staff competency—are likely less critical.
“Retailers that are doing well in this space are likely focusing on the right things,” Dumont said. “That includes keeping prices as low as possible and making sure the experience is very efficient—because people are not there to discover new products and browse the aisles. They’re on a mission.”
Balancing price and experience
As part of this year’s WOW Index, Leger also surveyed consumers about price-related trade-offs they’d be open to, as Canadians remain highly price-sensitive. In Ontario, 54% of consumers said they’d be willing to accept a lower-quality in-store experience to benefit from a slight decrease in prices. Meanwhile, 30% were in favour of a slight price increase to obtain a better customer experience, and 29% would be willing to accept a slight increase to maintain the current quality of the in-store experience.
“There is a meaningfully large minority who would be willing to pay for more,” said Catherine, senior VP, consumer insights at Leger, on a recent webinar unveiling the in-store findings. “For retailers that are looking to differentiate through experience as opposed to just playing a price game, it’s a promising sign that there are levers you can push.”
Delivering what consumers want in digital
Beyond in-store customer experiences, Leger also measures how retailer brands measure up online. In the WOW Digital Index, Couche-Tard landed in first place in the convenience store category (65.5), followed by 7-Eleven (61.9) and Circle K (52.6).
In total, 346 online retailers from 27 sectors were evaluated by recent visitors. The ranking is based on 14 non-transactional dimensions of the online experience, including visual, offer, experience, assistance and post-purchase.
Consumers were also asked about their preferences regarding companies’ social media, newsletters, loyalty and digital practices.
The most favourable digital practice among consumers is receiving an email with a personalized offer (66%). That’s followed by subscribing to a newsletter or text message to receive a discount (52%) and receiving a newsletter containing weekly promotions or information about products and services (51%).
“Consumers are not anti-digital—they’re just being very selective,” said Dumont on a recent webinar releasing the digital findings. “The practices that feel most relationship-building are the ones that feel useful and intentional.”
On the loyalty front, consumers said as a sign of appreciation from a company, they’d prefer an exclusive offer or personalized discount (31%), or a small gift or surprise sample (28%).
When it comes to social media, special offers and limited-time promotions is the most preferred type of content (27%). However, 42% stated they don’t have any preferred content on social media.
For newsletters, the most desired content is also special offers and limited-time promotions (27%), followed by rewards for engagement or loyalty (18%) and presentation of new products (15%).
“Because it’s a privilege-based channel, it’s important that the newsletter not simply repeat what [consumers] might have already seen on social media or a website,” said Yamina Tsalamlal, director of specialized studies at Leger, on the digital webinar.
Rather, newsletters should play a distinct role and be more relational. “That will strengthen the perception of your brand and the feeling of recognition and loyalty that can be built from that.”
