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Bruce Butler is a recognized leader in the convenience and gasoline/convenience markets, known for successful innovations that increase revenue streams and drive store sales. He helps ROG clients with every phase of operations – supplier relationships, lease negotiations, marketing, special promotions, inventory management, technology/equipment utilization and much more.
Bruce’s proven track record comes from the trial and error of being an owner-operator for 30+ years, and not from a corporate environment dependent on focus groups. He has prospered while running five gasoline/convenience locations featuring a range of services, from car washes and snack shops to repair bays and oil change centers. Today, he continues to test new ideas at his growing retail operation in Shelton, CT.
Making best use of new technologies has been a hallmark of Bruce’s career. He has achieved remarkably high levels of software utilization to more effectively manage inventories and increase profits.
He also received accolades as an early adopter of on-island, flat-screen technology to promote products and services. As president of the Connecticut Infoscreen Network, Bruce risked his own capital to prove the viability of increasing in-store traffic by capturing consumers at the pumps.
He also has helped establish industry best practices at local and national levels, serving as chairman of the Connecticut/Westchester Shell Dealer Council, as well as a member of the Shell National Dealer Council. Bruce spearheaded efforts to create regional and national buying groups that helped other operators increase sales and profit margins. His efforts have earned him industry recognition for service excellence and various awards including Retailer of the Year.
