A new and improved era of at-track shop- ping has arrived – and it’s a major hit. Beginning with last August’s NASCAR weekend at Pocono Raceway, a revolution of the at-track
shopping paradigm began with the partial launch of
a new trackside retail model. Then, beginning this
February at Daytona International Speedway, it all but
completely replaced the traditional souvenir trailers
that were popular among fans for some two decades.
The appropriately named Trackside Superstore
takes the basic form of an enormous tent-style
structure made up of two long sides, a centerpiece
area and checkout piece at the end. The total area
of the basic footprint being used at most tracks this
season is roughly the size of 1. 5 football fields.
The standard 2016 configuration offers 20 percent more retail square footage than the standard
layout used last year.
Each race weekend now features at least 60
checkout stations – and in some cases as many as
100 – capable of processing up to 3,600 customers per hour and creating a wait time of less than
four minutes even at peak shopping times.
An open courtyard format provides more than
5,000 unique items – divided among at least 30
shops, formally known as PODS, for individual driver
product at each event.
The new arrangement is part of a 10-year agreement between NASCAR and Fanatics, the world’s
largest online retail company, which is overseeing
the Superstore experience at all tracks.
“It’s going quite well,” said Alex Dean, the vice
president of strategy for Fanatics. “Sales have been
strong if you’re looking at it from a performance
metric. Customer feedback has been extremely
positive. The basic premise had to do with creating
SALES TO THE