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RaceTrac

Creating A High Performance Organization

Challenges

  • To drive convenience store growth, RaceTrac needed to develop internal marketing skills that they lacked
  • Capabilities to build the brand, drive traffic to the store and enhance the customer experience were particularly important to continued growth and success

Approach

  • TopRight worked with senior management to develop a high performance marketing organization:
    • Assessed client strategic marketing competencies across brand management, category management, merchandising, promotions, local marketing, consumer insights and analytics capabilities
    • Performed a gap analysis and then designed new strategic marketing processes, developed consumer insights and analytics strategy, designed a performance management system, identified key technology enablers, and restructured the organization to close critical gaps
    • Assisted the senior executive team in identifying, screening, interviewing and selecting prospective employees to fill strategic marketing, merchandising and analytics positions in the new organization

Results

  • Hired first class marketing talent into critical roles
  • Developed internal capabilities to conduct market research, develop brand positioning and create robust marketing strategies
  • Creating consumer loyalty programs aimed at increasing frequency, driving c-store traffic and growing revenue and profit

 

Case Study RaceTrac Playbook

 

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