Engaging retail employees
Wawa, the iconic East Coast chain of 24-hour convenience stores, has a widely dispersed workforce of 33,000 spread throughout 800 locations. 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.
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.
This haphazard, inconsistent method of communication presented a huge problem. Frontline workers, of course, have the most contact with the public. They can make or break relationships with customers.