Scott Galloway: Wrong on Amazon. Wrong on Tesla. Wrong on Gas Stations.

It’s hard for me to believe now, but before moving out East in the spring of 2001, there was a time when I knew nothing of a wonderous place called Wawa. Renowned for sparkling clean stores, fee-less ATMs, and delicious freshly-prepared hoagies, this beloved East coast institution has earned an emotional connection that drives unparalleled loyalty from its customers, me included.

Recently, an off-the-cuff comment by Scott Galloway that the worst user experience in Retail is at the gas pump got my Wawa brand loyal neck hairs standing. Galloway, a NYU Stern School of Business marketing professor, business podcaster, and admitted fan of the internal combustion engine, riffing that avoiding gas stations was the only reason he’d ever consider purchasing an EV car. He said that the dodgy gas station environment infused with carcinogenic fumes only suggests “this is where I get shot.” ?

If you don’t know him, Galloway is notorious for getting it wrong with his hot takes. In 2015, he predicted that Macy’s would beat out Amazon. The venerable department store then promptly lost three-quarters of its value, while Amazon’s stock mushroomed sixfold. Similarly, he predicted Tesla stock would shrink by 80 percent; it didn’t despite a Twitter-obsessed Elon Musk almost succeeding in making that happen three years later. Apparently, Galloway is equally oblivious to the recent innovation occurring at the pump.?

Wawa is a convenience store brand that leads the way in Retail innovation. Known for its made-to-order sandwiches and coffee, it has redefined user experience by placing it at the core of its business model. The c-store chain has repositioned itself as a quick-serve restaurant that focuses on the needs of busy, on-the-go customers. In addition to its famous hoagie, Wawa has introduced healthier options for its customers. The expanded food offering is a critical component of a larger engagement strategy that rewards customers for repeat purchases, encouraging them to come back time and time again.?

Wawa Rewards, its loyalty program, offers points that customers can redeem for free items in the store. Rewards can include anything from free coffee to discounted gas, and the more a customer spends, the more rewards they earn. These programs not only help to build customer loyalty but also provide valuable data to the store about customer preferences and purchasing habits. That engagement often begins with customers who are literally on the go. Users can now order through the Wawa app and pick it up at the store without ever having to leave their car. And in doing so, provide Wawa even more signals via first-party behavioral data.?

Wawa has embraced data technology to improve its customer experience. In addition to offering contactless payment options at the pump, the brand has invested extensively in organizing its abundant customer data in an effort to personalize its entire user experience. From the gas pump to paid media, right down to the moment of truth at the point-of-sale kiosk, it uses machine learning and AI models powered by behavioral, weather, geo, transactional, and time-of-day data to make each interaction along the user journey as personalized as it can be. Wawa also leverages technology to reduce its environmental impact by installing solar panels and fast-charging EV stations at many of its locations.

Regardless of what that dog Galloway says, the retail experience at the pump continues to be innovative, at least at my local Wawa.?

NOTE: I actually think Scott Galloway is among the brightest thinkers in business today. I just think he needs to visit a Wawa. Unfortunately, I don’t believe their expansion plans include London.?