February 9, 2011

Fuel Wholesaler Sinclair Oil Corporation Selects Rackprice from KSS Fuels for Price Management

2011, PR, Florham Park

End-to-End Wholesale Pricing Solution Will Improve Supply Chain Management, Provide Consistent Pricing Process for Sinclair Oil Corporation

Florham Park, NJ - February 9, 2011

Sinclair Oil Corporation, a leading oil refiner and fuel wholesaler supplying more than 2,000 Sinclair branded gas stations in 22 Western and Mid Continent States, has selected RackPrice from KSS Fuels for its fuel price management solution. RackPrice is an end-to-end wholesale pricing solution, including modules for price generation automation, reporting/analysis, competitive price prediction, price-volume modeling and price optimization.

The Salt Lake City-based company will use RackPrice for pricing and performance analytics, price setting and price execution. RackPrice supports the wholesale and commercial/industrial pricing processes by helping fuels marketers set the best possible price for every channel, segment, rack and customer.

“As part of our overall strategic initiative to improve supply chain management, Sinclair has chosen to implement the KSS Fuels RackPrice terminal pricing solution,” said Jack Barger Vice President, Marketing and Supply, Sinclair Oil Corporation. “We expect KSS Fuels RackPrice to improve our workflow processes, consolidate and automate multiple aspects of those processes, help us meet our customers’ pricing expectations more consistently, consolidate information and improve our analytics capability. We foresee a timely return on this investment through more efficiency, better ratability and higher customer satisfaction.”

KSS Fuels developed RackPrice based on the knowledge and experience of a range of pricing processes in different countries, and designed it to be configured, without customization, to suit the specifics of a given local country or market. RackPrice combines sophisticated analytics and demand modeling with a highly configurable rules-engine. RackPrice automatically generates price recommendations based on up-to-the-minute data and then prioritizes them according to the customer’s specific business rules.

“We are pleased to partner with Sinclair Oil Corporation and are confident that with RackPrice the company will have a more controlled, responsible and consistent pricing process, bringing all required data into one system,” said Bob Stein, president and CEO of KSS Fuels.

“RackPrice should enable Sinclair to improve rack margins by optimizing prices across channels. They will also be able to predict competitor rack prices and automatically adjust their own prices as needed.”

ay out west, where fossils are found, brontosaur signs appear all ’round. They belong to Sinclair Oil’s more than 2,000 service stations owned by independent operators in 22 western and mid-continent States. The company also operates two oil refineries, 1,000 miles of pipelines, terminals, exploration and production operations, and a trucking fleet, all in the western U.S. It owns a 75,000-barrel-per-day refinery in Rawlins, Wyoming, and a 24,000-barrel-per-day refinery in Casper, Wyoming. A diversified company, Sinclair also owns the Grand America Hotel, the Little America hotel chain, and two ski resorts (Sun Valley in Idaho and Snowbasin in Utah).

Kalibrate (formerly KSS Fuels) is the only global provider of fuels pricing and retail location intelligence, helping retailers fine-tune decisions to deliver on performance goals.  Its proven software, analytics and consulting solutions draw on more than 20 years of expertise and insight into the needs and opportunities of petroleum retailers. Kalibrate has headquarters in Manchester, United Kingdom and Florham Park, New Jersey. The company also has a Center of Excellence in Tulsa, Oklahoma and sales operations in Florida, Illinois, Ohio, Texas, Canada, Brazil, China, India, Japan, Korea and Africa. For more information about Kalibrate, please visit Kalibrate.com.

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