RaceTrac's Tech Revolution: Redefining Convenience

In the fast-paced world of convenience retail, RaceTrac is not just keeping up with the times—it's setting the pace. The Atlanta-based company, with nearly 800 stores across 12 states, has embarked on a digital acceleration journey that is redefining what a convenience store can be. This isn't just about adding a few new gadgets; it's about transforming every consumer touchpoint and delivering on the evolving expectations of customers who demand convenience and efficiency.

RaceTrac's tech strategy is a masterclass in how to blend innovation with practicality. The company has tapped into digital imaging firm Epson’s ColorWorks on-demand printers for its shelf tagging and product labeling operations. This might seem like a small detail, but it's a game-changer. Previously, RaceTrac relied on a third-party provider for product labeling, which lacked flexibility and control, causing real business problems. The switch to ColorWorks printers has reduced label production time from weeks to less than two days, eliminating waste, ensuring accuracy, and saving time and money. It's a perfect example of how technology can streamline operations and enhance the customer experience.



But RaceTrac's ambitions don't stop at the shelves. At the pump, the retailer has introduced a cardless payment option for professional truck drivers with the help of mobile financial services company WEX. This initiative offers nationwide diesel discounts and doesn't require a credit check, making it accessible to drivers who may face barriers to obtaining other payment options. It's a move that not only improves the customer experience but also positions RaceTrac as a forward-thinking company that caters to the needs of its diverse customer base.

The company's commitment to technology extends beyond customer-facing improvements. RaceTrac has also integrated training technology that provides real-time guidance to employees, reducing the need for extensive up-front training and improving overall job satisfaction and retention. This investment in employee experience is crucial for addressing high front-line turnover and ensuring that managers can focus on other critical tasks, ultimately leading to better store operations and customer service.

RaceTrac's tech strategy is not without its challenges. The rapid implementation of new technologies can lead to increased pressure on managers and employees, who may spend more time training new hires than performing their other tasks. This can create a "death spiral inside that operational environment," as Tyler Grubbs, executive director of digital and store technology at RaceTrac, explained. To mitigate this risk, RaceTrac has integrated training technology that doesn't rely as much on up-front training, instead "showing [workers] in the moment" what they need to do and how to do it. This approach increases employee satisfaction and retention, as well as improves training and store operations, ultimately translating into a better experience for guests and driving loyalty.

Moreover, the company faces the challenge of ensuring that new technologies align with its overall strategic goals. In the past, team members might suggest a product because it had a specific feature they wanted. Now, they share their needs with the tech department, which can evaluate options and propose solutions that fit better into the company’s overall plan. As Grubbs noted, "Really it’s about focusing on a specific feature for a tech solution doesn't always align with the organization’s needs."

RaceTrac's investments in advanced technology align with its strategic goals of enhancing customer and employee experiences by improving operational efficiency, offering convenient payment options, and providing real-time data-driven solutions. These investments not only improve RaceTrac's competitive position but also position the company as a leader in the convenience store industry, capable of meeting the evolving needs of its customers and employees.

In conclusion, RaceTrac's tech strategy is a testament to how a company can leverage technology to stay ahead of the curve and meet the evolving expectations of consumers. By investing in real-time data and powerful networks, RaceTrac is redefining every aspect of the customer experience, from the pump to the store shelves. This focus on technology and data-driven experiences helps RaceTrac stay ahead of the curve and meet the evolving expectations of consumers, who increasingly demand convenience and efficiency. It's a bold move that sets a new standard for the convenience store industry and positions RaceTrac as a leader in the digital age.