Wawa, a convenient store chain that is based in the eastern United States, has launched its own mobile application that supports payments and serves as a connection to the company’s loyalty program. The new application is designed to appeal to mobile consumers that are interested in making payments from their smartphones. The new app will be supported by Wawa’s 680 stores along the eastern United States and may serve as a way for the company to effectively engage mobile consumers. Wawa appears to be following the example that has been laid out by other retailers in the mobile commercespace, particularly Starbucks. Over the past few years, Starbucks has established itself as a leading company in the mobile payments sector. The company managed to do this by connecting its mobile commerce platform with its loyalty program, thereby rewarding people for shopping and making purchasing from their mobile devices. Wawa’s initiative is similar to this, creating an incentive for people to participate in mobile shopping.