Convenience store is currently considered as one important distribution channel in the retail industry. More than 10,000 convenience stores, Taiwan has the highest convenience stores density in the world. Digital age and internet penetration has transformed the way customers shop and share their experience. In order to achieve a sustain competitive advantage, convenience stores itself have to quickly adapt themselves to meet customer’s needs changing.
The purpose of this research is to identify what kind of business strategy that convenience stores chains have developed and implemented by using Hi-Life convenience stores based in Taiwan as a case study. The findings show that Hi-Life is focusing on online and offline channels integration business model to pass value to customers through their products and services innovation. Moreover, Hi-Life also concentrates on marketing strategies and creating a new shopping experience to build up customer loyalty and customer satisfaction which is significant for company’s growth.

Convenience store is currently considered as one important distribution channel in the retail industry. More than 10,000 convenience stores, Taiwan has the highest convenience stores density in the world. Digital age and internet penetration has transformed the way customers shop and share their experience. In order to achieve a sustain competitive advantage, convenience stores itself have to quickly adapt themselves to meet customer’s needs changing.
The purpose of this research is to identify what kind of business strategy that convenience stores chains have developed and implemented by using Hi-Life convenience stores based in Taiwan as a case study. The findings show that Hi-Life is focusing on online and offline channels integration business model to pass value to customers through their products and services innovation. Moreover, Hi-Life also concentrates on marketing strategies and creating a new shopping experience to build up customer loyalty and customer satisfaction which is significant for company’s growth.

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