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Chapter Twenty-three: Lessons from the WAWA
I recently saw a CNBC special on the chain of convenience
stores called WAWA (http://www.wawa.com). They are experiencing
phenomenal success in an industry that, typically, does not have a big brand
loyal following.
Except in this case!
People even get married there. Believe it or not, their clients
are so happy with the store and service, they have been married there (granted,
they did meet there, but that has to be a first I've heard of).
Why are they so successful?
Their motto:
"The little convenience store that could"
Some specifics:
· Coffee can’t sit for more than 20 minutes (WHAT? No
more sludge?)
· Motivate employees using non-monetary means. They
receive average pay, but they mobilize the hearts and heads of employees, and
create a true pride in brand.
· Create wawa holics:
· Make the customers feel part of the community (that
sounds early like they practice good customer service).
· They are more than a convenience store in their
customer’s eyes. They are a place where people know their name (from the website
– Wawa has been called the "Cheers" of convenience stores by our loyal
customers)
· Good service, good foods and drinks
· They have sports pools on their websites (that is some
rabid fans they are collecting there)
· Their own branded Visa card (plus you get 10% off
anything if you use that card),
There is an entire marketing lesson both on their website and
in thinking about what they have done. Turning a commodity type service into a
leading edge empire is not a simple thing.
But their techniques are quite simple?
How could they apply to your business?
How could their vision apply to what you offer your
clients?
Wawa's vision is "to simplify our customers' daily lives."
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