Wawa Campaign Highlights Same-Price Gas Policy

WAWA, Pa. -- Although charging different prices for cash vs. credit is common practice at some gas stations, Wawa Inc. is letting customers know its locations sell gas for the same price -- regardless of payment.

The locally based convenience and gas retailer has launched a marketing campaign in New Jersey stressing the same-price policy. The campaign includes radio spots, billboards, banners and signs at the pump, according to the Press of Atlantic City.

While its policy is not unique, Wawa's marketing campaign promoting it is. Lori Bruce, Wawa spokeswoman, told the news outlet that the company started the campaign to clear up any customer confusion.

Transaction fees drive a gasoline seller's cost up when customers pay with credit cards. To encourage cash purchases, some retailers offer discounts when customers use cash, and the New Jersey Division of Consumer Affairs says stations must clearly mark prices if they differ between cash and credit.

Sal Risalvato, executive director of the New Jersey Gasoline-Convenience-Automotive Association, a trade group, told the news outlet that gasoline buyers should be aware that same price cash or credit policies do not necessarily equate to the lowest price. Customers may actually be paying more for cash transactions than they would otherwise, he said.