CLEARWATER, Fla. -- In an effort to tailor store-level marketing activity to the diverse needs of its 550 locations, Wawa Inc. has adopted GSPSurveyor for building and maintaining a site-specific database of store attributes. Wawa will use GSPSurveyor from GSP Marketing Technologies Inc. to create, distribute and gather responses to comprehensive surveys for its retail locations.
In addition, GSPSurveyor will help consolidate all gathered data and site photos into a centralized database, allowing for easy access and analysis by Wawa's marketing staff.
"As we expand our chain and enhance our offering within existing locations, we need a system for understanding how our marketing efforts will impact each of our locations, said Lisa Wollan, head of Wawa's Consumer Insights & Brand Strategy. GSPSurveyor provides our marketing team with fast, easy access to site photos and to key attributes such as fixtures, the amount of display space available and the type of graphics being used. Its online survey generator will also enable us to update this data regularly without distracting our store associates from servicing our customers.
Clearwater, Fla.-based GSP Marketing Technologies' GSPSurveyor is an electronic surveying and database management tool that enables chains to store and update site data including site photos, in-store equipment, building attributes, merchandise offerings and merchandise displays. Retail executives can use GSPSurveyor to understand the nonfinancial factors that impact financial performance of individual stores such as the type of equipment and fixtures in stores, store appearance, and use of in-store advertising. GSPSurveyor simplifies the maintenance of site data through a web-based survey tool, role-based security features and detailed tracking of database changes.
Wawa, based in Wawa, Pa., operates more than 550 convenience stores in Delaware, Maryland, New Jersey, Pennsylvania and Virginia.
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