Wawa Halts Tiered Pricing Test
WAWA, Pa. – Despite the increasing occurrence of fuel retailers providing discounts for cash payments over credit or debit cards, Wawa discontinued a test of tiered pricing levels at 11 stores effective today, and instead, has begun a renewed focus on offering low prices regardless of payment method, according to Wawa spokeswoman Lori Bruce.
"Over the past year, we have tested the concept of tiered pricing -- one price for cash and one price for credit cards -- and the feedback we’ve gotten is clear," Bruce said in a statement cited by the Delco Times. "Customers don’t see value in this approach. In fact they view it as 'penalizing' them for paying with credit cards."
As gas prices continue to rise and fall, convenience store operators are keeping close tabs on local, regional and national competition. In the Northeastern United States, Wawa is among retailers carefully watching pump prices and methods of payment.
"It is our goal to be competitive with our prices. We don’t discuss actual specifics of our gas-pricing philosophy, as we consider that proprietary information," Bruce said in a statement.
"However, it is Wawa’s goal, overall, to remain competitive. We will determine pricing structure based on that goal," Bruce said. "However, the pricing is also subject to the pricing set by the industry and market conditions—so there will always be fluctuations, in some cases, with other nearby locations."
"Over the past year, we have tested the concept of tiered pricing -- one price for cash and one price for credit cards -- and the feedback we’ve gotten is clear," Bruce said in a statement cited by the Delco Times. "Customers don’t see value in this approach. In fact they view it as 'penalizing' them for paying with credit cards."
As gas prices continue to rise and fall, convenience store operators are keeping close tabs on local, regional and national competition. In the Northeastern United States, Wawa is among retailers carefully watching pump prices and methods of payment.
"It is our goal to be competitive with our prices. We don’t discuss actual specifics of our gas-pricing philosophy, as we consider that proprietary information," Bruce said in a statement.
"However, it is Wawa’s goal, overall, to remain competitive. We will determine pricing structure based on that goal," Bruce said. "However, the pricing is also subject to the pricing set by the industry and market conditions—so there will always be fluctuations, in some cases, with other nearby locations."