RaceTrac has officially launched Trac Media Group, its new retail media network, at more than 600 RaceTrac branded locations.
Trac Media Group, according to a statement from the retailer, gives brands the ability to plan, buy and measure campaigns in one place. That reach spans the digital channels guests use every day and the physical spaces they move through on every visit, from the fuel pump to the checkout.
“RaceTrac is part of our guests’ daily routine, whether that’s the morning coffee run, the fill-up on the way home or the stop for a cold drink in between,” said Jamie Miller, vice president of marketing, RaceTrac Convenience Retail. “Trac Media Group is built on that frequency. It gives brands a way to show up in those everyday moments with something genuinely useful to the guests most likely to act on it.”
“Everything we do at RaceTrac starts with the experience our guests expect at every stop,” said Melanie Isbill, president of convenience retail at RaceTrac. “We’ve spent decades building that experience one location, one relationship at a time, and Trac Media Group is the next stage of that growth. We’re inviting our brand partners to grow right alongside us, reaching the guests who already trust RaceTrac every day.”
The Trac Media Group network will initially be available at RaceTrac locations, with the long-term vision to expand to RaceTrac’s other retail brands, including RaceWay, Gulf and Potbelly.
Chain to Watch
In CStore Decisions’ October issue, we honored RaceTrac as an Established Chain to Watch for its accelerated growth and substantial presence in the c-store industry.
RaceTrac’s enterprise consists of RaceTrac, RaceWay, Gulf, Energy Dispatch and, most recently, Potbelly Sandwich Works.
RaceTrac has historically focused its growth in the Southeast, but in recent years, the chain has been northward bound, opening sites in Ohio and Indiana.
“There are many factors we consider when it comes to growth,” said Melanie Isbill, president of convenience at RaceTrac. “Of course, we look at the fundamentals: population and traffic growth, real estate opportunities, supply-chain reach and the ability to build a strong team. But we also look for areas where we can serve growing communities, including along key travel corridors where we can meet the needs of professional drivers, bring value through competitive fuel pricing and convenience offerings, and create a store experience that gives guests more reasons to choose RaceTrac throughout their day.”
While RaceTrac is heading toward colder climates, it hasn’t abandoned its existing footprint. Now operating in 14 states, the chain has also recently expanded into North and South Carolina, adding an additional two Southern states to its map.
During its season of growth, the retailer reached its 600th store under the RaceTrac banner this past year.
“At RaceTrac convenience, one accomplishment that best represents our momentum is the way we have continued to invest simultaneously in growth, our capabilities and our people,” said Isbill. “… From expanding into new markets and strengthening our supply chain to advancing our technology, we are building for the long term.”
