RaceTrac New Technology for the New Normal

Millennials and Generation Z are digital natives and technology is the platform that a brand message or invitation is best received and accepted. Today, you don’t have to be a ‘digital native’ to know that contactless retail is important in effort to combat COVID-19. Baby Boomers, Gen X all are migrating to new platforms according to Steven Johnson, Grocerant Guru® at Tacoma, WA based Foodservice Solutions®.

Melanie Isbill, chief marketing officer at RaceTrac stated "RaceTrac is committed to the continuous support of our communities and guests through this unprecedented and uncertain time," …"Online ordering is the newest addition to the products and services we are offering to help continue to get our guests whatever gets them going while providing a safe, clean and reliable experience."

Through the new service, guests are able to:

·         Order directly from the RaceTrac website for pickup at a store location in the closest proximity.

·         Select "Whatever Gets You Going" from a menu of available food, drink, alcohol and tobacco items, then edit quantities for the checkout cart.

·       Pick up their orders from selected stores within 30 minutes using the "Grab and Go Box," which allows guests to provide their name on the order, pay at the pass-through window and receive the order. 

Orders can be placed 24 hours a day, 7 days a week, except while the store is closed for cleaning. Some of the other continued actions taken to support team members, guests and the communities it serves include:

·         Free coffee or fountain drinks through April 30 for all essential workers with valid ID/uniform, limit one per day. Essential workers are considered healthcare workers, grocery store workers, truckers, bankers and more.

·         "Grab and Go Box" pass-through window operational at all hours as an alternative shopping option for guests who do not wish to come inside, but would still like to purchase items.

·         Sneeze guards to be installed at the registers of all locations.

·         A pay increase of $3 an hour for store team members.

·         Weekly $150 in extra pay for general managers at the store level through April.

·         A temporary COVID-19 leave policy allowing team members who test positive or who are required to quarantine due to this illness with an inability to work remotely to receive up to two weeks of pay.

Integrating brand messaging that is both customer relevant and ‘better-for-you’ is a valuable took in every companies marketing tool kit.  When developing a brand invitation make sure that invitation is in the right mail box with a proactive message.  

Success does leave clues. One clue that time and time again continues to resurface is “the consumer is dynamic not static”.  Regular readers of this blog know that is the common refrain of Steven Johnson, Grocerant Guru® at Tacoma, WA based Foodservice Solutions®.  Our Grocerant Guru® can help your company 253-759-7869.  

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