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7-Eleven Leverages Loyalty Program to Collect Customer Insight

7Rewards members earn points and freebies on various product purchases7Rewards: The 7-Eleven Loyalty Program Expands

That’s why 7Rewards® – the mobile customer loyalty app that earns users a free beverage for every six cups purchased – has expanded to enable customers to earn rewards points for hundreds of other 7‑Eleven product purchases! After extensive successful testing in Canada, the updated 7Rewards app has landed in the U.S. The 7Rewards app has not only been revamped and redesigned but is now even more rewarding for our customers.

7Rewards was expanded so customers could earn points on a wide range of eligible purchases – from a Big Gulp to chips to fresh food, and more.

Approximately 80% of products are available in-app for redemption. Plus, customers can earn 7Rewards bonus points on select items, as well as receive digital coupons. Now, those enrolled don’t have to have the coupons in their basket. Instead, customers simply scan an applicable item and the digital coupons will be immediately applied allowing customers to get their rewards much faster.

“Variety is important to 7‑Eleven customers. You can see it in the ever-increasing assortment of products and services offered throughout our 8,900 U.S. locations,” said Scott Albert, 7‑Eleven Director of Digital Products. “Now, we have extended that flexibility to 7Rewards, which gives our most loyal customers the chance to reap even greater benefits beyond what they earn from beverage purchases.”

Besides earning more points from more products, 7Rewards users can redeem their points on a wide menu of top-selling items (including the free beverage offered with the original 7Rewards program) found within the app. The points program now offers several new ways to earn besides the in-app option. To sign up and earn points, customers can either download the app—which is available on the Apple store or Google Play—visit the 7Rewards online mobile website at 7Rewards.com, or chat the 7‑Eleven bot on Messenger.

“Over 9 million users were enrolled in the original 7Rewards program encouraging 7‑Eleven to expand and enhance the program to a points program,” said Tarang Sethia, 7‑Eleven Senior Director of Loyalty and CRM. “The 7Rewards Points program gamifies the customer experience, allowing consumers to earn while purchasing.”

The enhancements to 7Rewards are key aspects of a company-wide initiative to create greater customer engagement by personalizing and customizing the customer experience, both in-store and through digital technologies. 7‑Eleven updated the app specifically to make their customer’s experiences in and out of the store more even enjoyable.

“Our intent is to make every customer interaction valuable and delightful,” said Gurmeet Singh, 7‑Eleven Chief Digital Officer. “We are customer focused and constantly striving to find opportunities that create effortless interactions with the 7‑Eleven brand.”

 7Rewards Loyalty Program

7-Eleven Leverages Loyalty Program to Collect Customer Insight

In 2014, 7-Eleven launched the 7-Eleven mobile app, 7Rewards, a mobile loyalty app that rewards customers with a free beverage for every six cups purchased. To participate in the new 7Rewards program, customers must use 7-Eleven’s mobile app, available in the iTunes App Store or Google Play, and register as a member. Every time a customer purchases a cup, the cashier scan the barcode in the app, and a “punch” will automatically appear within the app. Each purchase earns a punch that shows up as a star icon in the app. After receiving six punches, or stars, a “You earned a free cup” notification appears in the app. The punch card process starts over once the free beverage is redeemed. The digital rewards program gives 7 Eleven real-time access to customer transaction behavior.

Loyalty Members Buy More

7-Eleven is giving away more free beverages than ever before, but it’s also selling more total units and the overall per-visit purchase is higher for 7Rewards members than non-members. The loyalty program also created a new way to collect customer opinions about stores, products and services. “The ability to survey members and get immediate feedback has been huge,” McClarin says. “It’s true customer engagement.”

“7-Eleven is a beverage destination for millions of Americans, with over 60 percent of our customers including a beverage with each purchase,” said Laura Gordon, 7-Eleven vice president of marketing and brand innovation. “We know that millennials like to have plenty of choices and, hands down, 7Rewards offers more beverage variety than any other rewards program.”

 Mobile Loyalty Program App

“We have customers who come in every morning, like clockwork, for a fresh-brewed cup of 7-Eleven coffee, while others regularly treat themselves to a Slurpee or Big Gulp drink,” Gordon said. “If you come in every day, scan your 7Rewards app barcode, you can get one free drink a week or even more, and that’s our way of saying ‘thanks’ to our customers and letting them get more of what they want at 7-Eleven.”

7-Eleven Leverages Customer Loyalty Data

7-Eleven tailors offers to specific customers in specific situations. “We take a look at what you buy, what you don’t buy, offers you redeem and don’t, the time of day, and even the temperature, and bake it all into an experience for you,” says Robert McClarin, loyalty CRM marketing technologist at 7-Eleven.

One goal is to encourage customers to come in at different times–for example, luring frequent Big Gulp purchasers with a free snack, or offering morning coffee drinkers a free afternoon pick-me-up. “It’s pretty easy to see what’s going to motivate people,” says McClarin. “The data scientists work their magic and that helps us be smarter about our offers.”

Blog Post Updated on May 8, 2018, to reflect changes to the 7 Rewards loyalty program.

Sallie Burnett
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