TARGET SEGMENT PROFILES
for RaceTrac Petroleum Inc.
DINE AROUND
Kevin stops at RaceTrac to fill up before going out to some of the best restaurants in town with his wife. His hobbies include reading Runner’s World and watching The Simpsons. He is unlikely to go inside the store to buy any items other than snacks. Kevin, and other Dine Arounds, make up 18% of the market, and are 10% of RaceTrac’s pump-only customers. They are 15% less likely than the average consumer to buy any products inside the store. Dine Arounds are particularly attracted to the freshly prepared food concept and loyalty discount program.
KEVIN ALDRIDGE, 46
Attorney at Aldridge and Ackerman
MUNCH AND GO
TYLER BEZOS, 31
Pool Maintenance Contractor
Everyday Tyler drives to clients to help repair and clean their pools averaging about 2x the normal amount of drive time a day. In his free time, Tyler loves to fish and watch sports on tv. Because he is so busy, he and other Munch and Go’s are 59% more likely than the general population to be pump-only customers. When he can, Tyler eats on the run, buying products based off convenience of location rather than nutritional value. Munch and Go’s account for 22% of RaceTrac’s pump-only customers
SAFETY SEEKER
Isabella loves shop online, workout, and watch E! In her free time. Safety Seekers, like Isabella, make up 20% of the market. Like Tyler, Isabella often feels pressed for time whenever she stops at a c-store. She often finds herself stopping for gas after work when it is dark outside, therefore it makes sense that she is 27% more likely to be a pump-only customer than the general population. Safety Seekers account for 25% of RaceTrac’s pump-only customers.
ISABELLA LARES, 24
High School Athletic Trainer
LEISURELY SHOPPER
JOE POSTON, 68
Joe rarely enters a RaceTrac store. He primarily associates the brand with what he can see from the outside. Joe is a man of routine, making him unlikely to try new offers and deviate from his daily schedule. Leisurely shoppers like Joe account for 24% of RaceTrac’s pump-only customers. Leisurely shoppers are unlikely to buy anything besides fuel and the occasional coffee or soft drink.
Retired Executive at Traton Homes
Source: RaceTrac Market Research, Reporting and Department