Save the date for

The NATSO Show

Feb. 18-22, 2012
Tending
to holiday
travelers
General manager
Steve Klingman and
owner Rocky Trail
Trails Travel Center owes
its success to a hard-
working, friendly staff
Put more bus
in your business
Smart ways
to move
merchandise
People
Power
www. n a t s o . c o m
THE MEMBER MAGAZINE OF NATSO, REPRESENTING THE TRUCKSTOP AND TRAVEL PLAZA INDUSTRY
NOVEMBER/DECEMBER 2011

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NOVEMBER/DECEMBER 2011 3
A Good Business
T
hirty years ago, I bought Lee Hi Travel Plaza. I
was a mechanic who decided to take a chance
on a new business venture. On my rst day in
business Oct. 3, 1981 I did $660 in business. I
remember thinking, Man, what a business.
As I look back over my past 30 years within
this industry and especially the past year as your
chairman, I once again nd myself
thinking, Man, what a business.
Today at 61 years old, Im as
enthused about the travel plaza
industry as I was 30 years ago.
I am proud of our industry and
I am honored to have served
as your chairman. It has been a
privilege to serve with my fellow
board members. The quality of
people who have volunteered to
serve on this board is unmatched, and the board
roster serves as a testament to its importance.
Whether operators own one location, 10 locations
or national chains, they serve on the board
because they believe in NATSOs role. Time
is not a luxury these operators have. The fact
that theyre willing to give their time shows how
important NATSO is to every one of us. I thank all
of NATSOs board members, past and present,
for the leadership and guidance theyve provided.
My sincere thanks goes out to NATSOs staff.
The entire team works together like a well-oiled
machine. Lisa, Holly, Tiffany, Pamela, Christine
and Amy in particular have made my role as
chairman seamless. More importantly, they
work around the clock to carry our message to
Capitol Hill and to keep members apprised of the
legislative and regulatory threats to our industry.
They also ensure members have access to the
latest educational opportunities and that we stay
current on industry trends.
I truly wish that more people would get
involved with NATSO. You know, as do I, that
this is the only national trade association to
represent the truckstop and travel plaza industry.
As operators, our participation is crucial to the
overall success of our industry.
Like you, my days are full and I have a limited
amount of time to give, but let me assure you
that NATSOs staff makes it easy to serve. Whats
more, when you volunteer, you will learn more
from your fellow operators and board members
than you could imagine. There are only two
reasons I can think of why people dont volunteer
either they already know it all or they dont
want to become any better, because if youre
involved in NATSO and the board, you cant help
but become a better operator.
Even if youre not ready to commit to a board
or a committee, you can still benet from NATSO.
Take part in an educational session, attend the
show or use NATSOs many opportunities to
promote your location and your staff. Every issue
of Stop Watch provides dozens of opportunities
for you to spotlight the inspiring stories about
your employees and your business.
Id also like to use this opportunity to thank my
staff. We have a tremendous group of employees
at Lee Hi Travel Plaza and Whites. I want to thank
Ken Keller, Gale Jasper, Lamar Perlis and all of
those who have helped me within this industry for
the wealth of industry knowledge theyve shared.
CHAIRMANS LETTER
Bobby Berkstresser
CHAIRMANS LETTER
Committee Mission
Government Affairs
Leadership Development
and Nominating
New Products
Research
The NATSO Show
Advisory Council
Prioritize and implement the political advocacy efforts of the association.
Identify and nominate potential NATSO and foundation leaders, develop
evaluation criteria for board members and volunteer leaders and market
volunteer opportunities to potential leaders.
Provide insight into member needs (especially prior to and during early
phase of new product development).
Recommend to the NATSO Board and the NATSO Foundation Board
annual research priorities and a research program of work that supports
the board-approved multi-year strategy. Also, provide staff with insight
into operators current and emerging needs to help shape research
projects to ensure they are indispensable to operators.
Provide an essential element to the success of The NATSO
Show: member input.
And once again, I want NATSOs staff to know how
much I have enjoyed working with them as chairman.
Not only are they a great staff, but theyve become
my friends, too.
Thank you again for giving me the opportunity
to serve as your chairman. It is such an honor. Ive
enjoyed meeting many of you at NATSO events and at
your locations. Thank you for taking the time to share
your concerns and your achievements.
NATSO wants you! Member volunteers shape
the associations goals and priorities and carry the
industrys message to Capitol Hill. From volunteering
for a committee to participating in a Stop Watch
feature, there are several ways to get involved.
Please let us know what interests you. Contact Christine Schoessler by email
at [email protected] or by phone at (703) 739-8567 to learn more.
Inducting former
chairman Lamar
Perlis into the
NATSO Hall of
Fame was one
of my great
privileges.
NOVEMBER/DECEMBER 2011 4
The Bus Stops Here
One vehicle, many
customers. Bring them to
your location and thrive.
www. n a t s o . c o m
FEATURES
3
7
10
18
12
11
Chairmans Letter
NATSO is good business
NATSO Action
Report
Protecting
the industrys
interests
Cover: Member Prole
Trails Travel Center has
a wonderful atmosphere,
inside and out.
Operator to Operator
What do you read?
21
The Road to Purchase
Merchandising helps your
customers nd what they
are looking for.
CONT E NT S
NOVEMBER/DECEMBER 2011
DEPARTMENTS
JULY/AUGUST 2011 NOVEMBER/ DECEMBER 2011 STOPWATCH
Chairman
Bobby Berkstresser
President & CEO
Lisa J. Mullings
Editor
Amy Toner
Associate Editor
Mindy Long
Stop Watch is published bimonthly by the NATSO
Foundation, 1737 King Street, Suite 200, Alexandria, VA
22314.
Copyright 2011 by the NATSO Foundation. All rights
reserved. No part of this publication may be
reproduced, stored in a retrieval system, or transmitted,
in any form or by any means, without written permission
of the publisher. All editorial materials are acceptable
and published by Stop Watch on the representation
that the supplier is authorized to publish the entire
contents and subject matter. Such entities and/or their
agents will defend, indemnify and hold harmless Stop
Watch and the NATSO Foundation from and against
any loss, expense or other liability resulting from
claims or suits for libel, violation of privacy, plagiarism,
copyright or trademark infringement and any other
claims or suits resulting from the editorial materials.
Periodicals postage 024-723 paid at Alexandria, VA
and other mailing ofces.

POSTMASTER: Send address changes to Stop Watch,
1737 King Street, Suite 200, Alexandria, VA 22314
COLUMNS
CONTACT US
We Want
to Hear
From You!
Do you have comments, ideas or
suggestions? Dont hesitate to
contact us.
Email: [email protected]
Phone: (703) 549-2100
The NATSO Foundation
1737 King Street, Suite 200
Alexandria, VA 22314
Foundation Update
Serving truckstop and travel
plaza customers during
the holidays
14
The NATSO Show 2012
Las Vegas will host the show
where members connect.
5
We started in June of 2006 and we
have saved about 8 percent on our
total bank card expenses every
year since then.
We switched because of the lower
rate and once we got set up, things
have run very smoothly.

- Delia Moon Meier, Senior Vice
President of Iowa 80 Truckstop
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To take advantage of this exceptional offer,
contact Dan Hudson at (703) 398-5831 or
[email protected].
Protecting the Industrys Interests
Virginia Gov. Bob McDonnell
announced in September
that the Federal Highway
Administration (FHWA) has
granted conditional approval
on a plan to add toll lanes on
Interstate 95 in Virginia.
Industry stakeholders,
including NATSO, the
American Trucking
Associations (ATA), Virginia
Trucking Association
and AAA Mid-Atlantic,
immediately voiced
opposition to the plan.
Considering that
Americas infrastructure
is already paid for with
fuel taxes, tolls are simply
another, less efcient tax and
will result in drivers paying a
signicantly higher price to
access roads, said NATSO
President and CEO Lisa
Mullings. Were strongly
opposed to any plan that
calls for tolling existing
highways.
ATA said Gov. McDonnells
plan would harm the state by
adding to I-95s congestion
and driving trucks off onto
smaller secondary roads.
While it is true that I-95
is one of the most important
and heavily traveled highway
corridors in the country, there
are far more expeditious
and efcient ways of raising
revenue for its upkeep than
tolls, said ATA President and
CEO Bill Graves. Study after
study shows that tolls carry
astronomically higher capital
and overhead expenditures
compared to the fuel tax.
While many see tolling as a
way to avoid raising taxes,
tolls certainly are taxes and
imposing them is certainly
not a conservative way to
nance highways.
Signicant hurdles
remain before the plan can
get nal approval and be
implemented. The state must
conduct an environmental
review, outline improvements
that will increase capacity,
determine and defend where
tolls will be collected, and
certify that toll revenue will
replace all other federal
funding that otherwise
would have been used for
maintenance or improvement
of the tolled portions.
Virginia ofcials estimated
it would take 18 to 24 months
before toll collection would
begin if the state meets the
requirements.
Virginia proposes to toll
and widen I-95 between
I-295 in Richmond and the
North Carolina border, and
to study extending the tolls
north to Fredericksburg,
Va. Fredericksburg is at the
southern end of a project
currently under construction
that will add high-occupancy
toll (HOT) lanes running
south from Virginias side of
I-495, the Capital Beltway.
Virginia estimated that
charging $1 to $2 per axle
or $2 to $4 per car and
$10 or more for tractor-
trailers would generate
$50 million annually to help
fund capacity expansion,
operational improvements,
safety improvements, and
pavement and structure
reconstruction.
Because the tolls would
be imposed under the
U.S. DOTs Interstate
Reconstruction and
Rehabilitation Pilot Program,
which allows three states to
impose tolls on interstate
highways, FHWA will rescind
conditional provisional
approval for Virginia to
impose tolls on Interstate 81
in western Virginia.
TOLLING
Virginia Gets Conditional
Approval for I-95 Tolls
NOVEMBER/DECEMBER 2011 7
LABOR RELATIONS
Opposition to
NLRB Proposals
The Coalition for a Democratic
Workplace (CDW), of which
NATSO is a member, opposed
a proposal by the National
Labor Relations Board (NLRB)
that seeks to shorten the time
employers have to respond
to a union election petition
as well as the union election
campaign period. Under the
proposed rule the election
period would shrink to 10
days, from its current 38 days.
The CDW said the rule
eradicates an employers right
to free speech and denies
employees adequate time to
make informed decisions on
union representation. Critics
say the rule will increase labor
costs and uncertainty for
nearly all private employers.
Rep. Tim Scott (R-S.C.) and
Sen. Orrin Hatch (R-Utah) have
introduced the Employee
Rights Act in both chambers
of Congress, which would
block the proposed rule.
NOVEMBER/DECEMBER 2011 8
Protecting the Industrys Interests
The Independent Oil
Marketers Association
(IOMA), with assistance
from the Partnership
to Save Highway
Communities, criticized the
Massachusetts Department
of Transportation (MassDot)
and the Boston Globe for
recommending that the state
add commercial services to
interstate rest areas in an op-
ed published Aug. 23.
Responding to the op-ed
titled For Cash-Strapped
DOT, Theres Gold in Rest
Stops, IOMA President
and Chief Operating Ofcer
Peter Romano said allowing
the state to set up shop
along the Massachusetts
interstates jeopardizes 1,350
businesses that operate
along the highway exits and
more than 25,000 jobs.
Massachusetts already
has a monopoly on highway
services on the Turnpike,
Romano said. If MassDOT
commercializes the other rest
areas, it wont create new
demand for food or gas. It
will only transfer sales that
would have benetted local
communities to the state,
threatening well-established
small businesses and the jobs
they have created, along with
the local taxes they pay.
IOMA also criticized
Boston Globe claims that
highway businesses fear
competition, saying, Boston
Globe reporters should travel
the interstate a little more
often and visit one of the
exits. With businesses going
toe to toe on fuel, food and
everything else, they would
nd that competition is alive
and well.
The Boston Globe editorial
grossly mischaracterized
the issue of rest area
commercialization and called
for Congress to overturn the
federal prohibition against
commercial development
along the interstate right-of-
way to give states the ability
to independently fund their
highway needs.
In its editorial the Globe
said, Expanding options
along the highway would
serve both bottom lines and
motorists, who currently lack
convenient food and gas
choices along vast stretches
of the interstate. The Globe
suggested that Congress
replace the existing ban with
a more exible policy that
includes allowing commercial
activities in isolated areas,
placing limits on signage,
capping an overall number
of commercial rest areas and
banning commercial rest
areas on scenic stretches of
interstates.
COMMERCIALIZATION
Partnership to
Save Highway
Communities
Challenges Boston
Globe Editorial on
Commercialization
To view the Boston Globe stories, visit
www.jobsnextexit.com/blog/?p=316
The Boston
Globe grossly
mischaracterized
the issue
of rest area
commercialization
and called for
Congress to end
the ban.
NOVEMBER/DECEMBER 2011 9
NATSO, Coalition
for Democratic
Workplace Oppose
Labor Department
Proposal
The Coalition for a
Democratic Workplace
(CDW), of which NATSO
is a member, urged the
Department of Labor (DOL)
to withdraw a proposed rule
that would change disclosure
requirements under the
Labor-Management
Reporting and Disclosure
Act (LMRDA) and require
employers to disclose the
activities of third parties
assisting in opposing union
representation, including
legal counsel.
The proposed rule, which
seeks to change the DOLs
interpretation of what it
considers persuader
activity, would require
employers to disclose
information related to almost
any communication with
employees about unions
if a consultant or attorney
has assisted the employer.
Currently, employers are
required to publicly disclose
any arrangements made with
a third-party to persuade
employees about their
collective bargaining rights.
However, the LMRDA does
not require employers to
disclose the advice given by a
third party.
In comments, the coalition
said the proposed rule would
make it more difcult for
businesses to obtain labor
relations advice. It would
intrude on the attorney-
client relationship and
effectively deny employers
critical legal counsel during
union organizing campaigns,
contract negotiations and
strike situations.
The new proposal also will
interfere with an associations
ability to provide information
to members about unions.
For example, materials
provided by associations
directly to members or at
seminars could trigger the
new reporting requirements.
Some 265 organizations
signed off on the coalition
comments.
LABOR RELATIONS
Sen. Kirk Companion
Bill Introduced In
House, Rest Area
Commercialization
Provision Excluded
In late September, Rep.
Randy Hultgren (R-Ill.) led a
companion bill to legislation
offered earlier this summer by
Sen. Mark Kirk (R-Ill.) the
Lincoln Legacy Infrastructure
Development Act.
While Sen. Kirks bill
allows for development of
commercial rest areas, the
version led in the House
of Representatives by Rep.
Hultgren does not.
NATSO members and
Government Affairs staff
communicated with Rep.
Hultgrens ofce extensively
during Day on Capitol Hill
and in follow-up meetings
about the devastating
effects that rest area
commercialization could have
on truckstops, restaurants
and gas stations along the
interstates.
NATSO has strong
concerns about both bills,
however, as they dramatically
COMMERCIALIZATION
expand tolling on existing
interstates under a pilot
program.
NATSO continues to work
with members of an anti-
tolling coalition to educate
members of Congress about
tolling and its negative
impact on business and
highway users.
NOVEMBER/DECEMBER 2011 10
T
he Thanksgiving and Christmas holidays are among
the busiest long-distance travel periods of the year.
Although many professional drivers have delivered
their loads and are home for the holidays, passenger
trafc skyrockets.
Wendi Powell, manager at Big Boys Truck Stop in Kenly, N.C.,
said, Professional drivers are pretty much home. Were busier
during that period with the locals than with the professional
truck drivers.
Rex Davis, president of Melvin L. Davis Oil Co., which operates
locations in Stony Creek and Wareld, Va., said, We get busy
from the 17th or 18th of December through a few days after
New Years Day.
During the six-day Thanksgiving travel period, the number
of long-distance trips to and from a destination 50 miles away
or more increases by 54 percent, and during the Christmas/
New Years holiday period the number rises by 23 percent,
according to the Bureau of Transportation Statistics Research
and Innovative Technology Administration.
About 91 percent of long-distance holiday travel is by personal
vehicle. Research conducted by The NATSO Foundation revealed
that cleanliness, safety and convenience are among the top
priorities for travelers when choosing where to stop. Nearly all
travelers who took part in the survey said they like locations that
offer one-stop shopping for food, gas and restrooms. They also
like to see a locations signage from the road and want signs to
clearly describe the services the location offers.
Locations do try to go above and beyond during the holidays
to make travelers and the remaining professional drivers on the
road feel welcome. Lowell Mill Restaurant at Big Boys Truck
Stop offers a traditional buffet during the holidays with turkey
and ham.
Davis said employees hand out candy canes as a way to thank
professional drivers for coming in.
Extreme weather often accompanies the holidays. Cindee
Biggers, operations manager for Bowlin Travel Centers, said the
companys 10 locations do not operate 24 hours a day but will
stay open when there are road closures.
Weve had a few times when theyve closed the road and well
leave our stores open and keep the coffee going so they arent
stranded, Biggers said. They can be together, out of the cold
and have coffee until the roads open up.
Serving truckstop
and travel plaza
customers during
the holidays
Quick Travel Stats*
U For those traveling
between 50 and 99
miles for Thanksgiving,
more travel on
Thanksgiving Day than
Wednesday, and more
return on Saturday than
Sunday.
U For those traveling at
least 100 miles away
for Thanksgiving, trips
are spread almost
equally throughout the
Wednesday through
Sunday travel period.
U The average
Thanksgiving long-
distance trip length is
214 miles.
U
U
U
U
U The average trip
distance for Christmas
travel is 261 miles.
U The average age of
Thanksgiving travelers
is just under 34 years
old.
U The average Christmas
traveler is slightly above
36 years old. During
the remainder of the
year, the average age is
almost 38 years.
*Source: Bureau of Transportation
Statistics Research and Innovative
Technology Administration
What magazines, blogs or websites do you read?
The First Thing I Read is Stop Watch.
The rst thing I read every month is the Stop Watch magazine for the interesting
articles and information it provides. Second, I read Movin Out, which is distributed
free of charge to all truckstops for truck drivers to read. I try to get on Facebook
every day and see if anything new and exciting is being posted and would like for all
to post on the NATSN page as we are new to this arena.
Marsha Bird
NATSN
I Visit NATSO and the Missouri Petroleum Marketers Websites.
I read the Wall Street Journal, Modern Tire Dealer, Convenience Store News and Modern
Bulk Transporter when time permits. These give me a diverse pulse on what is impacting the
nancial and operational aspects of our truckstop. I visit NATSO and the Missouri Petroleum
Marketers websites for news pertaining to national and state agendas. There are also items
on these websites that give me ideas about what other operators are doing.
Robert Wollenman
Deluxe Truck Stop
News Finds Me.
Fortunately news nds me easily. My iPhone apps, Web searching and feeds are much
more efcient and effective with keeping me up to date. I scan the local business journal
that is mailed to me and I read industry specic articles in Stop Watch, Challenge Magazine,
Transport Topics and Nations Restaurant News.
Tristen Grifth
Sacramento 49er Travel Plaza
Want to be featured in the next Operator to Operator?
Our next question to discuss is What have you learned about selling diesel exhaust
uid (DEF)? Submit your answers to [email protected] by November 28.
NOVEMBER/DECEMBER 2011 11
NOVEMBER/DECEMBER 2011 12
BY MINDY LONG
W
hen buses and recreational vehicles pull into
truckstops and travel plazas, odds are that
more than one customer will get out. RVs are
popular among families and couples, but buses
can hold up to 55 people. That is a lot of bang for the buck, and
more and more locations are actively pursuing this type of trafc.
When it comes to stopping points, bus drivers and RVers are
looking for a lot more than a good price on fuel. Bus operators
tend to seek out stops that have clean restrooms, food, gift shops
and dump stations. The amenities RVers look for are similar, but
they also often need shorepower hookups and fresh water to rell
their water tanks. The Family Motor Coach Association (FMCA)
said RV drivers also seek out campgrounds and mechanics.
In addition to the fuel a bus operator buys, bus travelers
typically spend an extra $83-$103 per person, per day, on
overnight trips and $41-$55 per person on day trips, according
to the American Bus Association Foundation.
The Recreational Vehicle Industry Association reports that
more than 8 million American households own an RV, and the
fastest growing group of RV owners is people 18-34. FMCA said
their 109,000 members travel about 9,000 miles a year.
Pete Pantuso, president of the American Bus Association
(ABA), recommends travel centers reach out to bus operators
within 300 to 1,000 miles of their locations. Knowing that a bus
is getting six to eight miles per gallon, you can start laying out
concentric circles for 1,000 miles away, Pantuso said, adding
that operators typically stop every two to four hours.
Make your location a stopping point
Mark L. Szyperski, professional bus driver and vice president
of Trailways Transportation System, an independently operated
motorcoach system comprised of privately-owned and operated
bus companies, said decisions on where to stop are made at
multiple levels. Operators at the main ofce, tour guides or bus
drivers are among those who make the decisions.
Szyperski said travel plaza owners can phone bus operators
and speak to the tour planner or attend industry trade shows,
such as those hosted by ABA and Trailways, to talk directly with
operators.
Pantuso said, If you want to work with the bus operators and
the bus operators want to work with you, there has to be some
information exchange.
Travel plaza operators could create a one-page info sheet that
details the locations amenities. Szyperski said locations with
mechanics who can service buses, especially air conditioning
The Bus Stops Here
One vehicle brings in many customers
A Game of Hide and Seek
Operators looking to
attract RVers could turn to
geocaching, a treasure-
seeking game for GPS, using
online GPS coordinates.
A lot of parents are
looking for their vacation to
have a learning element, so
theyre teaching their kids
skills with map reading and
following directions, said
Karen Redfern, director of
marketing communications
for the Recreation Vehicle
Industry Association.It is a
popular activity with RVers.
Today, over 1.4 million
geocaches have been hidden
and found by more than 4
million people worldwide.
Some of the cities with
the highest geocaching
activity, based on visits to
Geocaching.com, are Seattle,
New York, Los Angeles and
Phoenix.
Operators wanting to join
in on the fun and attract these
game-playing customers
could place a cache at their
location, then list it at
www.geocaching.com.
units and tires, should let operators know. If they have that,
they really should attend a motor coach expo, he said.
Rex Davis, president of Melvin L. Davis Oil Co., which operates
locations in Stony Creek and Wareld, Va., has attended several
ABA tradeshows. During the events, Davis sets up 37-inch
monitor with pictures of his locations. The photos show the
store layout, loading and unloading zones, bathrooms, food
options and fuel islands. We do a screen shot of a Google or
Yahoo map and we plug our logos onto the map so they can
see where we are on the Interstate system, he said.
Davis has bus dropoff and loading zones that are away from
the fuel islands. That promotes safety and well-being of
passengers, he said. We have grassy areas so they can go
and stretch. They feel very safe and secure.
For Iowa 80 Truckstop, Walcott, Iowa, word-of-mouth
marketing has been key. Bus drivers talk to each other and they
talk about the fact that we can accommodate large groups and
we have a portico they can unload their bus under. Plus when
buses drive by our location on another trip, they can see we have
bus parking and other buses are stopped, Heather DeBaillie,
marketing manager for Iowa 80 Group, said.
Darrin Flitton, the eet and truckstop manager for the Sinclair
Gold Truckstop Network, said the Little America Travel Center in
Wyoming attracts bus trafc based on its location and its size. A
lot of buses travel to central Wyoming for scenic tours, and Little
America is half way from Salt Lake City, he said, adding that
there is plenty of room for the buses and the restrooms are large.
The location also draws in customers with its 50-cent ice cream
cones. It is a huge draw. They must go through thousands of
cones in a day, Flitton said.
Building a solid reputation among bus drivers
Getting buses to stop is only part of the equation, Szyperski
said. Customer service is paramount. If a driver runs across a
place that has one fuel desk person who is having a bad day,
they could lose all of that bus business then, he said.
Szyperski suggests travel plaza operators talk with their staff
about bus trafc.
Ive had a fuel desk person tell me I can get fuel but not to
let people off. That driver will take that back to the company
and tell them not to stop there, he said.
To help keep drivers happy, Davis offers them a stipend that
can be spent in the location. Szyperski said it is not unusual for
most restaurants to give drivers a free meal.
Iowa 80 asks drivers to call when theyre 20-30 minutes out.
That helps the restaurant and the fast food get a bunch of stuff
going, DeBaillie said. Theyre always on a schedule, whether
it is a school team going to a game or a tour bus. Being able to
accommodate them quickly is key.
Attracting the RVer
While bus operators tend to plan stops in advance, many RV
drivers choose where to stop while on the road. RVers often use
apps to nd truckstops.
Walt Muralt, president of Muralts Travel Plaza in Missoula,
Mont., said he maintains his location information in RV websites
and directories. Make sure they have your information correct
and up-to-date, he said.
While on the road, RVers are denitely looking for areas that
can accommodate their size, especially if theyre towing a vehicle,
said Karen Redfern, director of marketing communications for
the Recreation Vehicle Industry Association. They also look for
large wash bays where they can wash their vehicles. RVers also
stock up in stores and look for dump stations where they can
empty their holding tanks.
Iowa 80 allows RVers to park overnight and carries items just
for them, such as toilet paper that breaks down faster and lights
that t RVs. Our convenience store has a lot of grocery items
in it and they stock up on some of those things, DeBaillie said.
To better serve RV trafc, Davis offers multi-product dispenser
pumps that are separate from the gas pump so RVers dont have
to mix with four-wheel trafc if they dont want to. The dump
station is located next to that, he said.
Like bus operators, RVers can have mechanical needs while out
on the road. We can also help out RVers in our repair shop and
often aid them in getting their rigs going again, Muralt said.
Bus and RV Industry Resources
Trailways Go to www.trailways.com. Click on Team
Trailways to access a list of Trailways members. Search by
company or state.
ABA Find the online ABA members list at www.
buses.org/For-Travelers/Find-ABA-Members. The ABA
also provides a membership list with contact information
to ABA members. Through NATSO, truckstops and travel
plaza operators can join ABA at a 50 percent discount.
The RVers Friend, published by The Truckers Friend
National Truck Stop Directory, helps RVers nd truckstops
that sell diesel, gasoline or propane. The directory also
lets them know which truckstops let RVers park overnight
or have dump stations. To update information, email
[email protected], call (800) 338-6317 or fax
(727) 443-4921.
The Trailer Life RV Parks, Campgrounds, and
Services Directory 2011 is another resource for RVers.
Operators can learn more about the directory by visiting
www.trailerlifedirectory.com.
NOVEMBER/DECEMBER 2011 13
NOVEMBER/DECEMBER 2001 14
I
f you are obsessed with smart ideas, great new products and
gathering good advice from fellow truckstop and travel plaza
operators, join us at The NATSO Show, February 18 22, in
Las Vegas, Nev., because we will fuel those obsessions.
Expect some big changes this year combined with the best
of what you loved from years past. Captivating and engaging
sessions on the hotest industry topics already planned include:
U The short- and long-term outlook for freight demand
from trucking leaders and transportation analysts
U Retailing innovations and fresh ideas from around the
world
U Details on processing new payment technologies such
as Google Wallet and smart cards or E.M.V. chip debit
and credit cards
U Lessons on how to analyze the results of your sales
strategies to increase prots, reduce cost and offer
better customer satisfaction
U The outlook of crude oil, distinguishing between the
hysterical hype and sensible data
And as always, NATSO and The NATSO Show Advisory
Council have some surprises in store that you wont want to
miss. Stayed tuned new speakers, vendors and networking
opportunities are announced weekly at www.natsoshow.org.
The
NATSO
Show
2012 hits
Las Vegas
Operators to
Share Ideas,
Find New
Products
February 18 22

NOVEMBER/DECEMBER 2011 15
Registration Pricing
Register by Dec. 16 to
receive the early-bird
pricing below.
Member
1st Attendee $199
2nd and 3rd Attendee $149
Additional Attendees $79
Spouse $149
Nonmember
Attendee $649
Location
Ranking among the
worlds top luxury resorts,
Caesars Palace is the
perfect place to host
industry leaders. The
NATSO room rate of $159
plus tax is available until
Jan. 16, 2012 or until the
NATSO block sells out.
Rooms can be reserved
by visiting
www.natsoshow.org or
by calling (866) 227-5944.
Register Today!
Register by Dec. 16 to take
advantage of early-bird
specials.
Visit www.natsoshow.org or
call (703) 594-2100.
The NATSO Show Schedule
Schedule is tentative as of October 24 and is subject to change.
Saturday, February 18, 2012
1:00 p.m. 5:30 p.m. NATSN Board of Directors Meeting
2:30 p.m. 5:30 p.m. NATSO Board of Directors Meeting
6:30 p.m. 9:30 p.m. Travel Plaza Executives Reception and Dinner,
hosted by the Chairmans Circle. All truckstop and travel
plaza attendees and Chairmans Circle members are invited.
Sunday, February 19, 2012
8:00 a.m. 2:00 p.m. NATSN General Meeting
9:00 a.m. 10:30 a.m. Government Affairs Committee, New Products Committee,
Research Committee and The NATSO Show Advisory
Council Breakfast
11:00 a.m. 1:00 p.m. NATSO Future Leaders Kickoff Session
1:00 p.m. 2:30 p.m. New Attendee & Future Leaders Luncheon Hosted by
Steering Council, Volunteers
2:00 p.m. 2:45 p.m. Exhibitor Welcome Event
3:00 p.m. 5:00 p.m. Opening General Session on the Show Floor
5:00 p.m. 6:00 p.m. Grand Opening Party
TBD NATSO PAC Event TBD
Monday, February 20, 2012
8:00 a.m. 9:00 a.m. Fellowship Breakfast on the Show Floor
8:00 a.m. 2:30 p.m. Show Floor Hours
9:00 a.m. 12:00 p.m. Expo Open
9:00 a.m. 2:30 p.m. Human Library One-on-One Sessions
12:00 p.m. 1:30 p.m. Executive Brieng and Luncheon on the Show Floor
1:30 p.m. 2:30 p.m. Expo Open
2:45 p.m. 3:45 p.m. NATSO U Breakout Sessions off the Show Floor
4:00 p.m. 5:00 p.m. NATSO U Breakout Sessions off the Show Floor
6:30 p.m. 9:30 p.m. The NATSO Foundation Fundraiser*
*The NATSO Foundation Fundraiser is always a blast and
this year we are pulling out all the stops!
Stay tuned to www.natsoshow.org for
big announcement on this event.
Tuesday, February 21, 2012
8:00 a.m. 9:00 a.m. Keynote Speaker and Breakfast on Exhibit Floor
8:00 a.m. 2:15 p.m. Show Floor Hours
9:00 a.m. 12:00 p.m. Expo Open
9:00 a.m. 2:00 p.m. Human Library One-on-One Sessions
12:00 p.m. 1:30 p.m. Executive Brieng and Luncheon on the Show Floor
1:30 p.m. 2:15 p.m. Expo Open
2:30 p.m. 5:00 p.m. Great Ideas! for Independent Operators Workshop
TBD Evening Event TBD
NOVEMBER/DECEMBER 2011 16
You are cordially invited to...
Find Great New
Products & Services
Innovative industry suppliers with bold new products
promise to help you discover new products and
solutions at The NATSO Show. See what is next by
visiting vendors on the show oor and beneting from
the power of sponsors.
NATSO Chairmans Circle Members
are True Partners in Innovation
Good partners invent opportunities that propel both
parties beyond what they could accomplish on their
own. NATSO Chairmans Circle members understand
the power of collaboration that together we can
achieve more than we can separately.
These partners are committed to helping you advance
your mission and in turn propel the truckstop and travel
plaza eld forward.

C
A
T
SCALE
Gather Good Advice
from Fellow Operators
At The NATSO Show, youll spend two and half days with owners
and operators who know your industry inside and out because
its their industry too.
Take advantage of the best networking opportunities youll nd
all year. Pose questions to operators you meet at luncheons and
breakfasts. Celebrate friends old and new at the Grand Opening
Party and exciting nale.*

I nd the Great Ideas session the best

workshop to network and get great
ideas at the same time.

Dirk Binnema, Owner, Planeview Travel Plaza

Great Ideas! for Independent
Operators Workshop
sponsored by
This two and a half-hour workshop is the yearly time
for independent operators to come together to share
thoughts and ideas on how to succeed. Attend and
use the different points of view shared by truckstop
operators from across the country to challenge yourself
to think differently about how to improve your business.
NOVEMBER/DECEMBER 2011 17
And Take Home
Smart Ideas
The NATSO Show promises to deliver high-level
content in an energetic and engaging environment.
This years show is again combining group and
individualized learning experiences that will give
operators new insight into the industry and strategies
for their own business success.
Human Library
The Human Library, sponsored by Bridgestone Bandag
Tire Solutions, is back with dedicated space on the
show oor for one-on-one consulting. The Human
Library gives you a unique chance to meet with experts
who will focus on your individual business concerns.

No other show provides more

pertinent information concerning
the truckstop and travel center
industry. A great place to learn
how to reduce costs, improve
margins and optimize customer
service.

Bill Mulligan VP of Development, Pilot Flying J
Exciting News!
NATSO travel plaza and truckstop attendees can also
attend the Western Petroleum Marketers Association
(WPMA) National Convention & Convenience Store
Expo, Feb. 21-23 in Las Vegas at no additional charge.
More details to come on this exciting announcement.
You are cordially invited to...
Darrin Flitton, Chair
Sinclair Oil Co.
Salt Lake City, Utah
Dave Frankeneld
Loves Travel Stops Inc.
Oklahoma City, Okla.
Kathrena Franks
Big Cabin Truck Plaza
Big Cabin, Okla.
Jim Goetz
Goetz Companies
Portage, Wis.
Fred Kirschner
Scranton Petro LP
Dupont, Pa.
Delia Moon Meier
Iowa 80 Group
Walcott, Iowa
Bill Mulligan
Pilot Flying J
Knoxville, Tenn.
Don Quinn
Sapp Bros.
Omaha, Neb.
Mark Romig
Loves Travel Stops Inc.
Oklahoma City, Okla.
Michael Stuewe
TravelCenters of America
Westlake, Ohio
The NATSO Show Advisory
Council Provides an Essential Element
The NATSO Show Advisory Council provides an essential
element to the success of The NATSO Show: member input.
They help shape the meetings goals and priorities. Like the
Chairmans Circle members, these 10 individuals understand
the power of collaboration that together we can achieve
more than we can separately.
Thank you to The NATSO Show Advisory Council for helping
us make history in February.
NATSO thanks the North American
Truck Stop Network (NATSN) for co-
locating the NATSN General Meeting
with The NATSO Show 2012.
NOVEMBER/DECEMBER 2011 18
BY AMY TONER
T
he Pizza Hut at Trails Travel Center may entice trafc
to take exit 11 on I-35, but theyll keep coming back
for the beautiful facilities, local specialty products and
stellar employees.
Rocky Trail, president of Trails Travel Center, has been with the
truckstop located in Albert Lea, Minn., since 1985 when his father
bought the location. In March of 1998, they moved to their current
location and became a TravelCenters of America franchise.
Trail told Stop Watch, When we rebuilt at our current location,
People
Power
Trails Travel Center
owes its success
to a hard-working,
friendly staff
Owner Rocky Trail stands
behind a staff he considers
extraordinary in delivering
customer service.
NOVEMBER/DECEMBER 2011 19
we wanted a wow factor.
The 29,000-square-foot main building is indeed wow worthy
with high ceilings, unique lighting, and an open and uncluttered
layout. They took their cue from local heritage and built using
a Scandinavian architecture design.
Both plentiful parking and owers surround the location. It
boasts 305 truck parking spots and 250 car parking spots for the
half-million drivers who visit the location annually. The owers
offer a warm, clean welcome. An elderly couple has maintained
the owers for years.
The architecture is not the only thing that is unique at the
location. Trails Travel
Center is filled
with local specialty
products. Trail and
his management team
believe in promoting
the community by
selling high quality
products from local companies. They have products such as
locally made soaps, scented candles and sausages. These
products not only support the community but also give them
exclusive offerings that set the location apart.
Rocky Trail
Trail began his
career in the
industry three
decades ago as a pump
jockey. He told Stop Watch
the best part of his job is
the people he works with.
They are good, honest,
hard-working people and
it is a privilege to work
with them every day, he
said. He advised
those new to the
industry to get
good leaders for
their managers as people
make or break you.
Want to get in touch with
Rocky Trail to learn more
about the secrets to his
success? Contact NATSO
at [email protected] for an
introduction.
Trails Travel Center pays
tribute to the areas
Scandinavian settlers
in its design.
A caring and productive work environment
Like many NATSO members, the locations success is fostered
on good employees with strong ethics. In fact, the locations
ethics system is built on the principles of the Bible. All potential
employees are required to take drug tests and are given
background checks. Employees can have had problems in the
past, but they have to be honest about them from the start.
This high standard for character and integrity has paid off with
a great team. As Trail expressed, The employees here care
about our business.
They also care about each other. The managers have lunch
together almost every day, which brings them all together to
help one another.
Trail and his team are always looking for ways to improve or
get 1 percent better as they say at their location. Theyve
even taken their quest for improvements on the road with a
semi-yearly road trip to area locations. In the past, they have
visited other great NATSO operators including Jim Goetz at
Petro Travel Plaza in Portage, Wis. and Will Moon at Iowa 80
TA Truckstop in Walcott, Iowa. During these trips, they gather
business intelligence on what other locations are doing well.
These trips always result in many ideas on how to improve.
Ideas gathered in the past include how to better set up their
merchandise and how to better clean the showers.
General manager Steve Klingman told Stop Watch, Change
is wonderful. It always happens. He must be in charge of
renovation, because the location has just nished a major
remodeling and is planning more improvements soon. Recently,
they took out their arcade and replaced it with additional cooler
doors with LED lighting. They updated their to-go food area
and, as a result, expect their to-go sales to almost double by
year-end.
In the near future, they plan to take on the projects that were
temporarily shelved when the recession started. These include
remodeling their kitchen and gift store as well as showers and
bathrooms.
NOVEMBER/DECEMBER 2011 20
Whats Your Story? Being featured in Stop
Watch is a wonderful way to promote your location and your
employees. If you would like your truckstop or travel plaza
to be the featured Member Prole in an upcoming issue
of Stop Watch, please send an email to [email protected].
The wow factor
is immediate from
the exterior, and
continues inside.
Truckers know that they will nd plenty of
fuel islands and parking spaces.
Removing the
arcade gave Trails
room to add more
coolers, with more
drink choices.
NOVEMBER/DECEMBER 2011 21
BY MINDY LONG
P
roviding the right product, in the right place at the right
time can help truckstop and travel plaza operators
better meet their customers needs and drive sales.
Truckstop and travel plaza operators and are getting
innovative to ensure they have right mix of products, messaging
and displays that will move product out of their stores.
Guide Customers on
the Road to Purchase
A thoughtful
approach to
merchandise
display and
marketing will
increase sales
I NNOVATI ON
Take Control of Contracts
Chris Harris, Retail Strategies, cautions
retailers to put customers rst. A
retailers job is to satisfy the customer.
The suppliers job is to sell more of their
products to the customer and they will do
that at the cost of other products, Harris
said. Suppliers often push the brand
agenda over the sales agenda.
When we work with a customer,
we get them off of those contracts
and we replace them with retailer-led
agreements, Harris said, noting that
suppliers typically prefer their own
contracts, so retailers have to be prepared
when changing the agreements. Moving
away from contracts can take up to three
years, Harris said.
Dwight Gaiter, Johnsons Corner
Truckstop, Loveland, Colo., said the
location moved away from contracts with
key beverage suppliers and has seen
sales increase since he took control of his
cooler. He made the switch in January and
by the end of summer his sales were up 11
percent and his gross prot had increased
9 percent.
Were selling the products that sell.
Were getting more turns out of the vault
and I was able to bring in different lines
from other companies that werent in the
vault before, Gaiter said.
Gaiter followed Harriss suggestion and
grouped like products together. We did
the scary thing of resetting the entire vault
and not having a dedicated Pepsi and
Coke door, he said.
Typically when operators are under a
contract, suppliers bring in their whole line
of products. They tell you what to put in
and then they control the pricing for each
item, Gaiter said. Now I choose what
products to put in, I choose the pricing
and then I choose the placement.
Moving away from contracts wasnt an
easy decision. It is a big risk because
weve been constrained. All these years
you have been told that you have to do
everything the major brands tell you, but
you really dont, Gaiter said. They tell
you the price will be higher if youre not
on contract, but it only took three or four
months to get the promotions they said I
wouldnt get.
Gaiter is getting pretty close to the
prices he was getting before.
NOVEMBER/DECEMBER 2011 22
Connect to Customers
More retailers are using social
media to research and sell products.
Johnsons Corner uses Facebook to
gather customer input on its baked
goods and will soon use it for retail.
The location has hired a full-time
employee to focus on social media.
Timothy Powell, Technomic, said
some locations websites allow
customers to calculate savings from
loyalty programs and nd discounts.
Others offer free drinks to customers
who check in via FourSquare, a
mobile application that allows users to
let friends know where they are.
Our Experts
Dwight Gaiter, retail operations
manager, Johnsons Corner
Truckstop, Loveland, Colo.
Bob Gillespie, owner and CEO, In
Context Solutions
Chris Harris, owner, Retail Strategies
Tricia Howell, store manager, Truck
N Travel TA, Eugene, Ore.
Don Paddock, vice president of
sales, KSG Distributing, Inc.
Timothy Powell, director of research
and consulting, Technomic
Darren Schulte, vice president of
marketing and development, TSC
Global
Bill Vollenweider, owner, Detroiter
Travel Center, Woodhaven, Mich.
Chuck White, vice president of
marketing and development, DAS,
Inc.
Mark Williams, marketing manager,
Gilbarco Veeder-Root
All those years youve been told
you have to do everything the major
brands tell you. But you dont.
I NNOVATI ON
Create
Convenience
Whether it is banking at an
ATM or checking themselves
out at the grocery store,
todays consumers have
become trained to do-it-
themselves. That mentality is
carrying over into the c-stores
and more and more locations
are experimenting with self-
serve kiosks at the pump or in
the store to facilitate the sale
of grab-and-go food items.
The biggest reason we
see this being a growth area
is that c-stores are meant for
convenience, said Powell.
You can order food right at
the pump, and I think were
going to see more of that
starting to occur.
NATSO member Gilbarco
Veeder-Root rst introduced
self-service food ordering
kiosks in 2006. Earlier this
year, Gilbarco joined with
kiosk software developer
Xpedient LLC to introduce
new foodservice ordering
solutions and enhance
existing offerings. The new
offerings allow retailers to
manage their menu and
screen content to optimize
their foodservice. Customers
with existing Gilbarco Express
Ordering systems have the
opportunity to upgrade their
software, the companies said.
Getting customers to travel
from the pump to inside the
store can sometimes take
extra persuasion. Gilbarcos
Applause Media System
places video ads on pumps,
with 10.4-inch interactive
color screens with couponing
capabilities.
Advertising at the pump
has the advantages of an
undistracted consumer and
full audio/video advertising
capabilities with immediate
calls to action, said Mark
Williams, Gilbarco Veeder-
Root.
Surveys done during a
pilot study of the system
showed that 23 percent of
the participants said they
would go into the store
for a purchase based on
products advertised on the
screens, and coupons printed
noticeably increased in-store
trafc and sales.
Once customers are inside
a location, kiosks can help
minimize wait times and ease
the workload for cashiers.
The guy handling money
isnt the guy moving behind
the foodservice area, Powell
said.
While kiosks can boost
customer service and cut
labor costs, they do require
a capital investment, and can
cost thousands of dollars.
NOVEMBER/DECEMBER 2011 23
Focus on Foodservice
When it comes
to changing store
layouts, more and
more locations
are putting food
service front and
center. Some
locations have
painted their oors
to move people
to the foodservice
area, Powell said.
Youre seeing
softer lighting and
more comfortable dcor that
looks a little bit more like a
fast casual restaurant. Darren
Schulte, TSC Global, said
expanding the grab-and-go
food sections at locations can
boost sales.
Johnsons Corner did some
remodeling to accommodate
its foodservice offerings. I
have a dedicated section
close to my fountains just for
my fresh foods. It is all in one
place and it is easy to get to,
Gaiter said.
Johnsons Corner operates
a full-service restaurant, so
adding grab-and-go fresh
foods to the c-store was easy.
The location has added 10
to 15 fresh sandwiches and
burritos in addition to lines of
grab-and-go foods.
Adding breakfast items
signicantly boosted sales
for Johnsons Corner, which
went from not having a
breakfast program to
offering 15 different hot
breakfast sandwiches. Were
selling about 400-
500 breakfast
sandwiches a
month. That is in
addition to our
burritos, Gaiter
said.
Schulte said
operators should, at
a minimum, consider
adding a four-foot
section of ready-to-
eat breakfast items,
such as breakfast
cereals and bars.
NOVEMBER/DECEMBER 2011 24
I NNOVATI ON
Make it Semi Self-Serve
Even though customers are used to self serve, some operators
are trying to improve customer service by adding staff to make
sure customers are getting what they need.
Powell said some c-stores are utilizing a coffee hostess in
the mornings. They dont pour your coffee, but they are there
to greet you and they keep the process moving, Powell said.
Dig Deep and Analyze SKUs
Each consumer audience
has distinct needs and
different shopping behavior,
and Chuck White, DAS Inc.,
said todays truckstops and
travel plazas must provide
products and solutions
geared toward professional
drivers, road warriors and
leisure travelers. That means
knowing which products
and how many to carry is
paramount.
White said, More is not
more. Often less is more. If
we can rapidly attract and
engage a consumer with a
need or want-based solution,
we create value through
convenience
Schulte recommends
operators take a close look
at the number and variety of
products they carry.
Space is limited, Schulte
said. Ill tell them they have
to carry the Frito Lay, but
they dont have to carry all of
that item.
For operators Schulte
worked with, the advice hit
home. I had way too many
SKUs in like-type products. It
was overkill in some areas,
said Tricia Howell, Truck N
Travel TA.
Bill Vollenweider, Detroiter
Travel Center, said, You can
have way too many SKUs and
then what happens is your
customers cant nd what
they want and you cant keep
track of your inventory and
because of that youre costs
go up.
In fact, Schulte cautions
Group Products Together
Consumers like to compare products and grouping items
together makes it easier for shoppers to nd the right product
for them, which in turn makes it easier for them to buy.
Consider the cooler, explained Harris. Different brands of
orange juice might be spread across ve cooler doors, but
Harris recommends operators group all like-products together.
Whats more, retailers should limit the number of off-location
coolers they place within the store, which only ambushes sales
from other products, he said.
By putting all of your drinks in the cooler, you start to
train your customer to walk through the store to the cooler
category, Harris said.
Grouping products together also builds power around the
category. The categories that have power are the categories
that sell, Harris said.
that providing too many
choices of like items can
actually reduce protability.
If a location has four sizes
of something, most people
will naturally get the smaller.
If you only have available
to you a 20-ounce soda,
youll get a 20-ounce soda,
Schulte said.
The jury is out on exactly
how many SKUs a location
should carry.
If theyre doing 10,000
gallons a day of diesel, they
dont need 5,000 SKUs.
If you have 5,000 SKUs,
something is suffering, and
it is most likely the grocery
side, Schulte said.
However, unlike Schulte,
Harris is a proponent of an
increased number of SKUs.
Most stores have about
3,000 SKUs. We recommend
that there should be a
signicant more SKUs,
Harris said, adding that he
is seeing 4,000 to 6,000 in
stores. More SKUs give you
more chances to sell things
to customers.
Gaiter said since reviewing
and revamping his products,
the number of SKUs in his
cold vault stayed the same,
but now he offers more
variety. On the grocery
side, he has a few hundred
additional SKUs.
Vollenweider said, The
most important thing Ive
learned is that you cant be
all things to all people. In the
past that is what weve tried
to do. Instead, you need to
stick with your high-volume
items.
Try a Virtual Planogram
Trying new merchandising
techniques can be time
consuming, so some
companies are turning to
virtual research
to test new
planograms, shelf
sets and SKU
optimization.
Virtual store
research allows
us to really see
what something
might look like in
an environment
without having to
build something for real,
said Bob Gillespie, In Context
Solutions.
In Context Solutions
can build an online, virtual
3-D store that looks real
and creates an immersive
experience.
You can look at what
you already do and then
move things around so you
can see it visually. You can
come up with three to four
different ideas on marketing,
promotions or displays,
Gillespie said. Then we can
have people shop it online
and get analytical
information about
what is most
effective.
Cost varies
depending on
the scope of
the project and
number of active
SKUs, but starts at
around $20,000,
Gillespie said.
Because it is pricey, Gillespie
said manufacturers were
the early adopters of the
technology.
He advised retailers to ask
their suppliers to use the
technology and provide the
analysis.
He added, They can say,
Look, it is disruptive to my
business to be helping you
test. Could you test this in the
virtual world?
Too many SKUs
may confuse
customers.
NOVEMBER/DECEMBER 2011 25
NOVEMBER/DECEMBER 2011 26
Rely on Cross Promotions
For years grocery stores have boosted sales
by cross promoting items, and now other
industries are following suit.
Do simple things like putting bread
next to peanut butter and jelly so the
driver doesnt have to go looking for it,
Schulte said. You improve the shopping
experience of the customer.
Don Paddock, KSG Distributing, Inc.,
believes in the power of value-added
promotions to drive sales. Were doing
things like tying in new music CDs with a
$5 gas card or buy a movie, get a bag of
microwave popcorn, he said. Not only is
Paddock creating value for shoppers, he
wants to create promotions that will entice
them to spend more money.
I NNOVATI ON
Analyze Customer Trafc Patterns
Just watching the way
customers walk into and
navigate a store can give
operators a leg up in how they
position their products.
When they come in, how
do they walk your store? If
they come in and immediately
take a left and make a beeline
to the rest room, having the
right product on that path,
for example, cookies and
crackers, will help grow your
sales, Schulte, said.
In his role with TSC Global,
Schulte examines businesses
at a micro level, which includes
monitoring and analyzing
customer trafc patterns.
Howell, recently
reorganized her store after
meeting with Schulte. I put
a better pattern to it so it is
easier to walk around. I didnt
spend a boatload of money,
but I made what I have work
more efciently, she said.
Schulte said something as
simple as angling gondolas
differently can change the
way customers come into
the store and direct them to
where you want them to go.
He also advised operators to
be careful about stacking too
many items near the front of
the store, which can create
walls that stop customers from
walking to the back of their
store.
Schulte told Stop Watch
other low-cost ways operators
can change look and feel of a
store is not to stack items in
front of the windows, which
will let more sunlight in, and to
remove stand-alone xtures in
locations that look cluttered.
Tap Into the Power of Personality
The latest technology and most advanced ideas can give
retailers a leg up, but operators also need to embrace who
they are and let their personality shine through.
A lot of times locations are trying to be like the guy across
the street, and I push them not to do that. I ask them what they
are known for and what they want to be known for, Schulte
said.
Gaiter said Johnsons Corner is known for its cinnamon roll
and he recommends operators nd their own key offering. You
have to have some type of a signature item. If you dont have
one, make one up, he said.
2010 Exxon Mobil Corporation. Mobil and Delvac are trademarks of Exxon Mobil Corporation or one of its subsidiaries. NASCAR

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registered trademark of The National Association for Stock Car Auto Racing, Inc.
Client: ExxonMobil L&PS (EXMA)
Product: Mobil Delvac CVL COV8
Job #: M10EM054
Ad #: 32
Headline: My engine gets me
Visual: Tom Quinton
Space/Color: Page Bleed
Publication: Stop Watch
Bleed: 8.75x 11.5
Trim: 7.5x 10.5
Live: 6.75x 9.5
Gutter: None
AD: Kelly Girth
CW: Jack Spicer
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PP: April Gallo
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HowesStopwatchW11.pdf 1 7/29/11 10:26 AM