F.L. Roberts Adopts PriceAdvantage Software

SPRINGFIELD, Mass. — F.L. Roberts & Co. selected PriceAdvantage software to establish fuel prices at its 28 convenience stores and gas stations in western Massachusetts.

F.L. Roberts — which operates under its own brand name, as well as the Mobil, Sunoco and Valero brands — formerly utilized a manual fuel-pricing process. The company selected PriceAdvantage as a way to increase speed-to-market and maximize margins.

“Making the change from manual processes to a software solution was a significant shift for us,” said Richard Smith, F.L. Roberts' vice president of operations. “The PriceAdvantage team had us up and running with a trial in just a couple of weeks and within 30 days, we were convinced the software would have a significant impact on our margins and volumes.”

According to PriceAdvantage, F.L. Roberts is leveraging its integrations with ADD and VeriFone software systems to gain real-time insight into margins, volumes, competitor pricing and to automate rapid, accurate price changes.

“PriceAdvantage consolidates competitive pricing data, real-time volumes and margins into a single view, which provides F.L. Roberts confidence they are making accurate, informed pricing decisions,” stated Chip Stadjuhar, president and CEO of Skyline Products Inc. “So not only can they establish prices faster, but [they can] push those new prices to their VeriFone point-of-sale system, pumps and price signs, then receive price change confirmation all in a matter of minutes.”

Colorado Springs, Colo.-based PriceAdvantage is a division of Skyline Products. Its software solutions are designed to allow fuel marketers to execute their unique fuel-pricing strategy faster and more accurately.

In addition to its 28 convenience stores and gas stations, Springfield-based F.L. Roberts operates 21 car washes, nine Jiffy Lube locations, two truck refueling centers and the Whately Diner.