Case Study

Challenge
Launching unknown XProtean in the competitive and crowded retail technology market required creativity and the ability to build a solid PR foundation in a short timeframe, Xprotean's goals were to increase awareness for their solution and to highlight their unique value proposition and differentiator as a business built by retailers, for retailers.

Solution
Borders + Gratehouse kick-started the PR program with a company launch at the National Restaurant Association trade show. The communications program gained traction with storylines tied to hot media topics such as the economic downturn and rising gas and food prices. Customer testimonials proved invaluable to the program, along with a steady stream of thought leadership pieces focused on helping retailers weather the economic storm.

Results
In just three months, Xprotean appeared in leading industry publications such as RIS Retailer, Convenience Store Petroleum and Convenience Store News. In addition, two well regarded industry publications published contributed articles including the National Association of Convenience Stores and Convenience Store Decisions adding further credibility to a new face in retail technology.