WaWA
Wawa partnered with Ariadne for a strategic pilot program aimed at digitizing physical store operations through visitor analytics. The initiative focused on capturing granular customer journey data and dwell times to validate how high-precision, privacy-first tracking could optimize store layouts and labor efficiency. The pilot successfully demonstrated Ariadne’s ability to provide real-time occupancy insights in high-frequency convenience retail environments without the need for cameras or app-based tracking.
www.wawa.com
Industry
Retail Stores
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At a glance
Customer story
The Objective
Wawa sought to bridge the data gap between their digital POS systems and the physical movement of customers. The goal of the pilot was to determine if Ariadne’s signal-based sensors could accurately map the "Hoagie" rush—identifying bottlenecks and measuring the effectiveness of end-cap displays in a high-density, fast-paced setting.
The Implementation
Ariadne deployed a localized network of sensors across select pilot locations. This setup allowed for a 100% GDPR-compliant tracking of visitor trajectories, providing the Wawa operations team with a "heat map" of store engagement and precise queue-time metrics at the deli counters.
Key Findings
The pilot provided a clear "Digital Twin" of the customer flow, highlighting:
- The "Fuel-to-Food" Conversion: Quantifying exactly how many fuel customers entered the store.
- Dwell Time Correlation: Identifying the sweet spot for wait times that maximized impulse purchases versus those that led to basket abandonment.
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