OnCue Express - An NCR Case Study

The customer

OnCue Express is a convenience store (c-store) chain based out of Stillwater, Oklahoma, providing high-quality food and gasoline. A small but rapidly expanding business, OnCue Express currently has 37 locations, with four new stores planned for future growth. In 2010, OnCue will be adding Compressed Natural Gas filling stations to their roster of retail opportunities.

OnCue considers their customers a number one priority. As stated on their website, they stand behind their gasoline with a no-hassle guarantee and are passionate about providing the best products to their customers.

OnCue’s goal is to make every site customer friendly and accessible. Each OnCue Express store is equipped with the latest technology, from digital signage to advertising on pumps. According to OnCue Owners Jim Griffith and Rusty Shaw, customers are guaranteed a positive experience when choosing OnCue Express.

The challenge

Like most small c-stores, OnCue Express was constantly forced to compete with larger businesses with more advanced retail technology. As they began to see their competitors excelling with software that was more sophisticated, OnCue grew concerned that their software and hardware were hindering their own success.

Their current Dell equipment was not consistent; each time they ordered they received a different version or product identification number. This meant OnCue needed to keep a different set of parameters for each one of the stores, which was very time consuming and difficult to mange. Through the equipment ordering process, there was never an opportunity to meet directly with a representative—orders were completed over the phone. Griffith and Shaw were ready for a personal touch, with local representation.

Not only did they want consistent technology, they wanted the best. OnCue wanted increased performance to drive their business ahead of the competition.