RaceTrac is accelerating its technology transformation with a revamped tech stack aimed at delivering a frictionless customer experience. The family-owned convenience and fueling retailer group in the US has leveraged advanced technology, including GK’s POS Software platform, to significantly improve its operations and customer engagement. With its new solution GK Fuel, the German retail software specialist supports retailers in bringing the established customer interaction of grocery retailers also into the fuel and convenience sector.
Yesterday, at the EHI Technology Days in Bonn (Germany), Tyler Grubbs, RaceTracs’s Executive Director of Digital and Store Technology, shared insights into the radical techology revamp of the petrol station group. For over 90 years, RaceTrac has been a staple in the convenience store industry of the US, operating 1800 locations in that country under brands such as RaceTrac, Raceway, and Gulf.
However, as Tyler Grubbs explained, the company’s legacy tech stack had become a roadblock to innovation. RaceTrac faced critical challenges, including 129 variations of fuel pumps, frequent outages, and poor app engagement, all of which hindered the customer experience.
Overhaul of legacy systems improves overall performance
To address these issues, RaceTrac undertook a major overhaul of its technology infrastructure. The company reduced critical hardware failures by 90 per cent and decreased help desk tickets by 50 per cent, leading to improved reliability and uptime for both customers and associates.
“We had to make technology a value driver, not just a cost centre,” Tyler Grubbs stated: „With the help of GK and other key technology partners, we now have a system that enables us to respond proactively, monitor remotely, and, most importantly, enhance the customer experience.”
AI and Computer Vision Fuel Customer Engagement
One of the standout elements of RaceTrac’s new strategy is the integration of AI and computer vision to drive both security and customer engagement. These technologies are helping to gather real-time data on customer behaviour, enabling RaceTrac to personalise the shopping experience and optimise in-store operations, such as pizza preparation and fuel management.
Additionally, by combining AI-driven insights with live data from fuel inventory, the new point-of-sale system from GK and security cameras, RaceTrac was able to tackle issues like organised theft, improving both security and operational efficiency.
Revamped Mobile App Boosts Engagement
RaceTrac’s previous mobile app and loyalty programme had struggled with engagement, receiving poor reviews and lacking personalised features. In response, the company revamped its app, introducing tailored messaging, new loyalty tiers, and enhanced functionality.
The new app includes features such as order pickup, delivery for food items like pizza, fuel price comparisons, and route planning for professional drivers — resulting in a substantial increase in app usage and loyalty sign-ups, with some areas experiencing up to three times the engagement levels compared to before the upgrade. “By investing in a more personalised mobile experience, we’ve not only boosted customer engagement but also built stronger loyalty with our customers,” Tyler Grubbs said on stage. “The app now directly supports our goal of offering a frictionless, on-the-go experience.”
Enhanced fuel price comparison tools
The company plans to expand the rollout of the new GK point-of-sale system across its entire store network by 2025. Moreover, the company intends to continue leveraging AI and computer vision to optimise in-store operations and refine customer engagement even further.
In particular, RaceTrac plans to enhance its mobile app to support route planning and fuel price comparison tools for professional drivers, extending its appeal beyond the traditional consumer base to a growing sector of commercial drivers. “We’ve made great strides in stabilising our tech operations, and now we’re ready to push the boundaries further with AI and data-driven initiatives that will take our customer experience to the next level,” Tyler Grubbs explained.
