RaceTrac Revolutionizes Shelf Tagging Process with In-House Label Printing Technology

RaceTrac Enhances Operations with Epson ColorWorks Label Printers

In a significant operational shift, popular U.S. convenience store chain RaceTrac has transitioned its shelf tagging and product labeling from an external provider to an in-house system utilizing Epson ColorWorks on-demand color label printers. Established as the 18th largest privately-held company in the United States, RaceTrac operates over 580 stores across 13 states, and this major change aims to improve efficiency and reduce costs associated with their extensive array of products, which exceeds 4,000 items.

Historically, RaceTrac relied on third-party services for producing their shelf strips, a process that could take several weeks. Now, with the new ColorWorks technology, the production timeline has been dramatically shortened to under two days. The innovative labels, measuring either 2 or 4 feet, are designed with vibrant colors and feature essential product details along with the RaceTrac branding, making them not only functional but visually appealing to customers.

Jonah Whigham, the Space Management Manager at RaceTrac, emphasized the importance of this change, stating, "Our business goals include identifying and optimizing merchandise planning and execution strategies to increase profit. ColorWorks label printer technology satisfies our needs as a retailer while also enhancing the customer experience."

The new labeling system allows for much greater flexibility, as the company can produce multi-functional strips that include not just pricing but also barcodes, UPCs, and high-resolution images of the products, facilitating ease of shopping for customers and streamlining the stocking process for store teams.

Recognizing the need for change, RaceTrac’s Director of Space and Demand Planning, Kent Bailey, sought expertise from both Epson and Integrated Productivity Systems (IPSi), a company specializing in the integration of automated data collection systems and printing solutions. Together, they developed a sophisticated solution that aligns three ColorWorks CW-C6000A printers with Loftware Cloud software and IPSi’s custom label software, ultimately enhancing the labeling process.

Rick Schilling, President of IPSi, noted, "When the RaceTrac team came to us, they lacked flexibility and control in their shelf tag printing, which caused real business problems. They now have the tools and agility to print shelf tags internally on-demand, and use a commercial printer when necessary to accommodate targeted marketing efforts and A/B testing."

The new in-house system improves oversight in the tagging process, allowing RaceTrac to monitor and adjust strip files for accuracy and efficiency before printing. They now have the capability to replace damaged tags swiftly, with delivery possible the next day instead of weeks. Whigham mentioned, "We eliminate waste and ensure accuracy, saving time and ultimately money."

This operational overhaul has translated into substantial cost savings, with RaceTrac estimating a 50% reduction in their shelf tag labeling expenses, amounting to over $250,000 in savings since implementing the ColorWorks technology.

Stevi Sterns, Product Manager at Epson America, reflected on the positive impact of the ColorWorks printers: "We continue to see businesses finding success and process improvements with our technology, which allows companies to innovate, reduce costs, and eliminate inefficiencies. We are delighted to witness RaceTrac capitalize on these benefits."

About RaceTrac

Founded in 1934 and headquartered in Atlanta, Georgia, RaceTrac is family-owned, with over 800 retail locations across the U.S., offering competitively priced fuel alongside a diverse menu of food and beverage options, including freshly brewed coffee. The company employs more than 10,500 team members across its many brands.

About Epson

Epson is a global leader in technology and innovation, committed to providing solutions that address pressing societal issues. The company aims to become carbon negative by 2050 and evolve its product lines across various sectors, from printing to lifestyle improvements. Epson's operational headquarters in the United States is located in Los Alamitos, California.

This transition to in-house printing of shelf tags is just one example of how RaceTrac leverages technology to enhance operational effectiveness, ultimately delivering a better shopping experience for its customers.