7-Eleven listens to its customer feedback and wants to provide the best possible customer engagement levels.
As a result, 7-Eleven recently launched its first-ever customer loyalty program called 7Rewards, which is available exclusively through the 7-Eleven mobile app.
With 7Rewards, customers can earn rewards with every cup purchase made in store. “Buy 6 get 7” is the first 7Rewards program in which customers can receive any 7th cup free via the mobile app after 6 any-sized cup purchases. Customers can mix and match any coffee, Big Gulp, Slurpee, and Chillers purchases toward their 6 any-size cup purchases to earn the 7th cup free.
Laura Gordon, Vice President, Brand Innovation at 7-Eleven said the company’s customers are always looking for choices, and 7Rewards offers more beverage variety than any other rewards program.
“We expect that the convenience and speed at which you can earn a free cup will be exciting for our customers and also attract new customers to our stores,” Gordon told Loyalty360. “We already are seeing positive conversation about this program on social media and excitement is growing among our customers. People are very happy about the “buy 6 get 7” program, especially the Slurpee fans.”
Gordon said that 7-Eleven customers have told corporate officials that the company is recognized as a beverage destination that has a variety of products (7-Eleven coffee, Slurpee, Big Gulp, and Chillers drinks) that have appeal for any occasion.
“We designed 7Rewards with customer convenience in mind,” Gordon explained. “Any Cup, Your Way, Every Day. Any cup counts to earn your 6 punches and any cup (product/size) can be redeemed for the 7th. “Your way” is a signal that any size works as well. We recognize that consumers want different drinks at different times of the day and year, and our platform, combined with the convenience of a mobile app, meets these needs.”
Customers are constantly redefining convenience, and 7‑Eleven always has adapted quickly to meet their changing needs, Gordon said.
“We were founded on innovation and a strong commitment to listening to our customers,” she explained. “We’ll continue to understand our customers and provide them with the products and services they want with the quality they're looking for.”
For 7-Eleven, customer loyalty is defined as meeting the needs of its customers so they can be satisfied with every experience they have in company stores.
“Being convenient today means having intuitive and easily accessible mobile platforms and experiences for our customers,” Gordon added. “The 7-Eleven customer is on-the-go and mobile by nature, so we are developing products, services, and platforms to enable easier interaction and engagement with our brand in-store and online.”