Wawa Celebrates 50 Years by Rewarding Fans
You might not think of convenience stores as the type of retailers that inspire fierce loyalty from customers. Sure, they can be a quick alternative to shopping at a supermarket, especially at odd hours, or when you’re in a hurry.
But for thousands of consumers across six states (mostly in the Mid-Atlantic), Wawa stores are different. The family-and-employee-owned chain of over 640 stores has grown, in part, due to the passionate devotion fueled by a unique combination of friendly customer service and good products, many of its own brand.
On April 16, Wawa officially kicked off the 50th anniversary of its first retail opening with festivities at stores from New Jersey to Florida. At 5:09 a.m. EST, the company dropped an email campaign with a simple objective: promoting free coffee at all of its stores that day.
Please look at the slideshow below for a breakdown of how the email drove patron traffic to its locations.
Paul Bobnak is the director of research at Who's Mailing What!, which houses the most complete, searchable (and fully online) library of direct mail and mail in the world. To learn more about joining, go to www.whosmailingwhat.com. Reach him at firstname.lastname@example.org.