Wawa rolls out mobile payment, loyalty app

Convenience store chain Wawa announced the rollout of its new mobile app featuring a payment and rewards function.

The app, available for Android and iOS, lets shoppers earn rewards points for purchases made at any of its 680 store locations, reported Mobile Commerce Daily. The app also helps customers to check nutritional information, look up store hours and directions, and view fuel prices. In addition, shoppers can also check social media on the app.

Shoppers earn points by making in-app purchases at Wawa and receive rewards for every $50 spent. Then they will have three rewards options to select from based on previous items purchased and recommendations for new products.

Wawa joins the ranks of other food and beverage retailers, such as Dunkin Donuts (NASDAQ:DNKN) and Starbucks (NASDAQ:SBUX), which offer payment options and loyalty programs to their mobile apps. Dunkin Donuts launched its loyalty program, DD Perks, integrated into its mobile payment app, in January of last year. And Starbucks plans to expand Mobile Order and Pay to 600 locations following a successful, single-market test.

The application also allows for in-app purchases and users can use their Wawa gift card. The card, purchased in-store, can be uploaded to the app and funds can be added. And once established, funds can be reloaded automatically if the card is linked to a customer's credit card.

Wawa is a member of the Merchant Customer Exchange (MCX) and one of dozens of retailers developing a proprietary mobile payment platform that allows retailers to avoid paying contentious swipe fees to banks. That group's CurrentC payment system has not yet launched, but has already been embroiled in controversy as merchants have been forced to choose between CurrentC and Apple Pay.

*A version of this story originally appeared in FierceMobileRetail's sister publication, FierceRetail.

For more:
-See this Mobile Commerce Daily article

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