National Convenience Store Chain Brings Shelf Tagging In-House with Epson ColorWorks On-Demand Color Label Printers

Rhea-AI Summary

RaceTrac, a major convenience store chain operating 580+ stores across 13 states, has transformed its shelf tagging operations by implementing Epson ColorWorks CW-C6000A on-demand color label printers in-house. The transition from third-party printing has reduced production time from weeks to under two days and achieved approximately 50% cost savings, equivalent to over $250,000 in the past year.

The new system integrates three ColorWorks printers with Loftware Cloud software and IPSi's custom label software, enabling RaceTrac to print high-resolution, 2-foot or 4-foot synthetic shelf strips featuring product images, barcodes, UPCs, and pricing information. The solution provides complete control over the shelf tag process, allowing for immediate adjustments and real-time replacement of damaged tags.

Positive

• Reduced production time from weeks to less than 2 days
• 50% reduction in total shelf tag labeling costs (~$250,000 savings)
• Enhanced operational control and flexibility
• Eliminated third-party dependency
• Improved efficiency in inventory management and ordering

Negative

• None.

RaceTrac Streamlines Operations, Decreases Costs and Eliminates Inefficiencies with the ColorWorks CW-C6000A

LOS ALAMITOS, Calif., Jan. 28, 2025 /PRNewswire/ -- After many years working solely with a third-party provider for the creation and delivery of its shelf strips, popular convenience retailer RaceTrac has moved its shelf tagging and product labeling operations in-house with ColorWorks^® on-demand color label printers. As the 18^th largest privately held company in the U.S., RaceTrac operates over 580 stores in 13 states, stocking more than 4,000 retail and grocery items. With its large database of products, varied store types, layouts and planograms, flexibility with label printing operations is critical.

RaceTrac Brings Shelf Tagging In-House with Epson ColorWorks On-Demand Color Label Printers

 RaceTrac transitioned from a one-size-fits-all printing operation to the ColorWorks on-demand color label printer, bringing all shelf strip production in-house. This switch reduced production time from weeks to less than two days. RaceTrac's shelf strips are far from standard; these 2- foot or 4-foot synthetic tags feature vibrant colors, RaceTrac branding and detailed product information for an eye-catching, informative display.

"At RaceTrac, our business goals include identifying and optimizing merchandise planning and execution strategies to increase profit, and ColorWorks label printer technology satisfies our needs as a retailer while also enhancing the customer experience," said Jonah Whigham, space management manager at RaceTrac. "Instead of costly individual product strips, we can utilize strips across an entire shelf that includes a barcode and UPC, ordering identifiers, a large price tag, and something that sets us apart from other retailers – a high-resolution color image of the product. Not only does the color product image make shopping and identifying product details easy for shoppers, but it also makes the process of stocking and ordering easy for merchandising and store teams."

When RaceTrac realized they could significantly benefit from changes to their shelf tagging and product labeling operations, Kent Bailey, director of space and demand planning at RaceTrac, enlisted the expertise of Epson and Integrated Productivity Systems (IPSi), with extensive experience integrating automated data collection equipment and label printing systems. The three companies collaborated to create an advanced, seamless solution that integrates three ColorWorks CW-C6000A on-demand color label printers with Loftware Cloud software and IPSi's custom label software. IPSi's software plays a crucial role in bridging the infrastructure and hardware components.

"When the RaceTrac team came to us, they lacked flexibility and control in their shelf tag printing, which caused real business problems," said Rick Schilling, president of IPSi. "They now have the tools and agility to print shelf tags internally when they need to and use a commercial printer when it calls for it, which is beneficial when you get into target marketing and A/B testing."

"Our new system lets us view and adjust strip files before printing," said Whigham. "This is a game changer. We eliminate waste and ensure accuracy, saving time and money. Even though our shelf tags are durable, they sometimes get damaged. Now, if a store needs a replacement, we can print and ship it the next day. What used to take weeks now happens in real time."

The RaceTrac team now has complete control over their shelf tag process. They can monitor every step, make changes as needed and enjoy total flexibility. By bringing production in-house, RaceTrac eliminated reliance on a third party, saving time and money.

"In terms of total shelf tag labeling costs, we've saved around 50% of total costs over the past year with the new solution," said Whigham. "That equates to more than $250,000 we've been able to save by bringing operations in-house."

"We continue to see businesses find success and process improvements with the ColorWorks on-demand color label printers," said Stevi Sterns, product manager, Epson America, Inc. "Integrating color and on-demand printing can allow companies to innovate, save costs and eliminate inefficiencies, and we are excited to see RaceTrac do just that."

About RaceTrac, Inc.
Headquartered in Atlanta, Georgia, family-owned RaceTrac is the 18^th largest privately held company in the United States and has been serving guests since 1934. RaceTrac has more than 800 retail locations representing the RaceTrac^® and RaceWay^® brands in 13 states offering guests an affordable one-stop-shop featuring competitively priced fuel plus a wide selection of food and beverage favorites, including freshly brewed coffee. RaceTrac employs more than 10,500 team members across RaceTrac, RaceWay and affiliated companies Metroplex Energy, Energy Dispatch and Gulf Oil.

About Epson
Epson is a global technology leader whose philosophy of efficient, compact and precise innovation enriches lives and helps create a better world. The company is focused on solving societal issues through innovations in home and office printing, commercial and industrial printing, manufacturing, visual and lifestyle. Epson's goal is to become carbon negative and eliminate use of exhaustible underground resources such as oil and metal by 2050.

Led by the Japan-based Seiko Epson Corporation, the worldwide Epson Group generates annual sales of more than JPY 1 trillion. global.epson.com/

Epson America, Inc., based in Los Alamitos, Calif., is Epson's regional headquarters for the U.S., Canada, and Latin America. To learn more about Epson, please visit: epson.com. You may also connect with Epson America on Facebook (facebook.com/Epson), X (x.com/EpsonAmerica), YouTube (youtube.com/epsonamerica), and Instagram (instagram.com/EpsonAmerica).

EPSON and ColorWorks are registered trademarks of Seiko Epson Corporation. All other product and brand names are trademarks and/or registered trademarks of their respective companies. Epson disclaims any and all rights in these marks. Copyright 2025 Epson America, Inc.

 

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SOURCE Epson America, Inc.

FAQ

How much did RaceTrac save by implementing Epson ColorWorks printers for shelf tagging?

RaceTrac saved approximately 50% in total shelf tag labeling costs over the past year, amounting to more than $250,000 in savings by bringing operations in-house.

What is the production time improvement for RaceTrac's shelf tags using ColorWorks printers?

The production time for shelf tags was reduced from weeks to less than two days after implementing the ColorWorks on-demand color label printers.

What type of shelf strips does RaceTrac print with the Epson ColorWorks system?

RaceTrac prints 2-foot or 4-foot synthetic tags featuring vibrant colors, branding, product images, barcodes, UPCs, and detailed product information.

How many Epson ColorWorks printers did RaceTrac implement in their new system?

RaceTrac implemented three ColorWorks CW-C6000A on-demand color label printers integrated with Loftware Cloud software and IPSi's custom label software.