Use technology to leverage data, said Justin Mitchell, vice president and head of IT at Refuel Operating Co., a 227-store chain based in Charleston, South Carolina, at CSP's inaugural C-StoreTEC event.
Throughout the year, C-StoreTEC board members, including Mitchell, discussed the core information technology (IT) elements including infrastructure, cyber security, employee app experiences, point-of-sale (POS) transactions (pump, in-store, app), checkout methods, delivery partners, curbside pickup and more.
Board members also focused on unified commerce, a business strategy that integrates a company's sales channels, data and back-end systems into a single platform.
“If we take shortcuts and we implement things improperly, there's going to be some type of functionality issue,” said Mitchell.
Refuel Operating Co. is No. 36 on CSP's 2024 Top 202 ranking of convenience-store chains by store count.
Use technology to leverage data, he said.
“If you're not figuring out how to turn analytics from yesterday's news, or to something forward looking, you will absolutely be behind,” he said.
Mitchell stressed that finding a small way to implement artificial intelligence (AI) can help operators grow comfortable with it.
At the same time, it’s important to be mindful of the cost of new technologies, he said at the event, which took place Oct. 28-30 in Schaumburg, Illinois. It may seem inexpensive at first, but it can add up when it’s duplicated across each location the chain operates.
Finding a balance can prevent employees from doing repetitive tasks so that they can assist customers better.
“I think the hardest challenge is making sure that you preserve some funding to help test innovation, research and development,” Mitchell said. “That next great idea is what is going to differentiate you between your competitors, and if you're not going to take a risk, then you're probably going to fail.”
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