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Agenda & Speakers

Customer Loyalty is Much More Than Rewards for Wawa

Convenience stores are usually only seen as a place to stop for a quick snack and gas fill up, but for some customers, Wawa is much more. Wawa is a self-described “passion brand” – after all, not all c-stores see customers get tattoos of their logo or have wedding photoshoots inside the store. How can brands build this level of customer loyalty that goes beyond traditional “transactional loyalty”?

During this session, Wawa’s Senior Director of Brand Strategy, Todd Miller will dive into Wawa’s unique customer engagement strategy and what makes the brand a leader in the convenience store industry.

Key Takeaways:
  • - The importance of personalizing experiences and authentically engaging customers
  • - Listening to and understanding customers during times of transition
  • - How a loyalty program can power overall brand experience across channels


Todd Miller, Director of Digital Marketing, Wawa

Todd Miller, Sr. Director of Brand Strategy and Experience, is responsible for the articulation and experience of the Wawa brand across all consumer touch points.
Prior to joining Wawa, Todd was the Chief Experience Officer of The Archer Group, an independent digital agency. At Archer, Todd was responsible for all of Archer’s core product teams (Analytics, UX, Research, Design, Content, Social, Media and Technology) as well as overall digital strategy.
Prior to Archer, Todd led and built product and design teams for various companies, agencies, start-ups and non-profits. 

Agenda Overview

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