Wawa’s New Revenue Stream via New Retail Media Network

 

So, Wawa recently launched the Goose Media Network, a retail media network (RMN) designed to enhance offerings for its dedicated consumer base. According to Steven Johnson Grocerant Guru® at Tacoma, WA based Foodservice Solutions® this moved with edify Wawa’s relationship with consumers and brands driving Top-line sales and Bottom-line profits. Through this network, Wawa’s customers can engage with partner brands through custom ads and campaigns across various digital channels.

So, Wawa partnered with Publicis Groupe's Publicis Sapient, Epsilon and CitrusAd to bring together their digital business transformation services, retail media expertise and advertising technology platform to drive new electricity and relevance to consumers. 

Ganesh Rangarajan, group vice president and managing partner at Publicis Sapient, stated, "We are excited to extend our partnership with Wawa and help brands grow their relationship and customer base with Wawa through its Goose Media Network," …. "Brands will reach shoppers and customers will more easily find products, try new products and discover new brands."

 

Here’s how Wawa aims to drive new revenue with the Goose Media Network:

1.       Custom Ads and Campaigns: Wawa’s product and brand partners can participate in programs that deliver promotions on Wawa’s websites, mobile app, or at Wawa stores through video at the pump. These visually appealing media formats allow visitors to discover and engage with partner products and the convenience store retailer’s offerings.

2.       Enhanced Customer Experience: The Goose Media Network elevates convenience by delivering offers to customers right where they shop. It enables Wawa to build new connections with its customers and partners’ brands. By providing relevant offers from beloved brands, Wawa enhances the overall customer experience.

3.       Increased Visibility for Product Partners: Through the RMN, vendor partners and brands gain visibility across Wawa’s more than 1,000 stores. They can deliver customizable offers, marketing promotions, and other relevant content to customers.

4.       Leveraging Digital Transformation: Wawa is leveraging its recently transformed digital experience and technology infrastructure to provide customers with multiple methods to view partner products. These methods include on-site, mobile app, and off-site placements.

Think about this, the Goose Media Network aligns with Wawa’s goal of providing a premier customer experience while creating new revenue opportunities through strategic partnerships and targeted advertising

Are you looking for new customers? Do you want to keep your current customers while building new electricity? According to Johnson, “Brand relevance is in part driven with innovation in new food products in combination with new avenues of distribution all of which are the platform for the new electricity.” 

Johnson stated “that in my minds-eye the new electricity must be very efficient for the supply and includes such things as fresh foods, developing brands, unique urban clothing, grocerant positioning, fresh food messaging, autonomous delivery, cashier-less retail, plates, glasses, cash-less payments, digital hand-held marketing.

All retailers to survive the next generation of retail must embrace the artificial intelligence revolution while simultaneously embracing fresh food that is portable, fresh, with differentiation that is familiar not different. 

Invite Foodservice Solutions® to complete a Grocerant ScoreCard, or for product positioning or placement assistance, or call our Grocerant Guru®.  Since 1991 Foodservice Solutions® of Tacoma, WA has been the global leader in the Grocerant niche. Contact: Steve@FoodserviceSolutions.us or 253-759-7869