Wawa delivers targeted communication to employees with Firstup

Wawa, the iconic East Coast chain of 24-hour convenience stores, has a widely dispersed workforce spread throughout 800 locations. It’s a monumental challenge for the company to engage with a workforce consisting mostly of hourly, shift-work employees who have a tenuous connection with the corporate home office. Often, these employees don’t even have company email addresses. So, leadership was reduced to communicating with store employees through their shift managers or printed materials, such as breakroom posters. Wawa determined that the solution to better communication throughout the organization could be found in the pockets of employees—their mobile devices.

This haphazard, inconsistent method of communication presented a huge problem. Frontline workers have the most contact with the public and can make or break relationships with customers. The company needed a better way to provide employees with timely, relevant information so they could feel more confident about understanding company initiatives, more inspired about their jobs, and create a great in-store experience for everyone who walks through the front door. Information at the fingertips of employees Today, people use smartphones as remote controls for their daily lives as they access interesting and useful information. Wawa wanted to replicate that experience on the job. A communication platform with a well-designed mobile application A communication platform with a well-designed mobile application could deliver content directly to employees in the manner they prefer. This would keep employees informed while also enabling them to return quickly to their fast-paced jobs of helping customers. them to return quickly to their fast-paced jobs of helping customers Key communication challenges • Hourly store employees wanted a stronger affiliation with the company • Without corporate email addresses, store employees relied on their managers or printed materials for important information • Wawa had no idea if employees were receiving critical information to help them do their jobs better • Executives wanted the ability to speak directly to every employee through short videos

Staying connected with “The Honker” The branded platform called “The Honker,” which reflects the company’s goose theme, gives Wawa the ability to effectively engage a widely dispersed workforce that includes those hourly shift workers. The company delivers information to employees such as new sales programs and essential safety announcements. It uses surveys to get the pulse of employees on various topics. The CEO regularly records short, breezy videos to connect with employees. Also, the two-way communication provided by The Honker allows store employees to notify the corporate home office of any issues—allowing Wawa to solve problems quickly. Employees are more productive and work more efficiently. But just as crucial for Wawa, frontline workers feel like they’re part of a broader community beyond their individual stores. The platform instantly was a big hit. Within the first month, one-third of the workforce (more than 10,000 workers) registered for the platform. About 75% were using the mobile app—confirming the company’s belief that workers were hungering for a mobile communication option. After about 10 months, 15,000 employees were enrolled. Workers have been eager to share group photos on the platform of the store shift teams. Once approved, those photos can be shared on social media, which extends the reach of marketing efforts that highlight how the company is an enjoyable place to work. Firstup was the solution With the help of the Firstup platform, Wawa was able to provide its employees access to vital content that helps them do their jobs while strengthening the connection between the company and the workforce. In addition, using the Firstup platform reduced Wawa’s reliance on printed materials (posters, mailers) by 30%.

• The Honker platform allows Wawa to effectively engage a widely dispersed workforce, including hourly shift workers.
• The platform delivers information such as new sales programs and essential safety announcements directly to employees.
• Surveys are used to get the pulse of employees on various topics, enhancing two-way communication.
• The CEO regularly records short videos to connect with employees, fostering a sense of community.
• Employees feel more productive and efficient, and frontline workers feel like part of a broader community beyond their individual stores.

• Within the first month, one-third of the workforce (more than 10,000 workers) registered for the platform.
• About 75% were using the mobile app.
• After about 10 months, 15,000 employees were enrolled.
• Using the Firstup platform reduced Wawa’s reliance on printed materials (posters, mailers) by 30%.