As a long-term partner with 7-Eleven, Loyalty360 always is impressed with the effort and dedication the Texas-based convenience store chain invests in customer loyalty. The loyalty program 7Rewards, which was launched in 2017, has seen membership almost triple from 9 million to 25 million.
This year 7-Eleven also brought home the Platinum Loyalty360 Award for Technology and Trends during Loyalty Expo in Charlotte.
“While winning awards is certainly an honor, the real measure of success is how 7Rewards benefits our customers and franchisees every day," says Joe DePinto, 7-Eleven President and CEO. “7Rewards members visit our stores more often and spend more when they shop. That means increased store traffic for franchisees and our corporate stores – an added eight customers per store each day.”
There should be no argument regarding the impact 7-Eleven has made in innovating customer experience. For example, the company launched a store “lab” in Dallas in early April, allowing customers to customize their own drinks, including their well-known Slurpee.

When Pokémon: Detective Pikachu was released on the big screen, the convenience store was quick to gamify their in-store experiences through activities and items resembling characters in the movie.
During preparation for Loyalty Expo 2019, Loyalty360 had a chance to interview Gurmeet Singh, Executive Vice President, Chief Digital, Information and Marketing Officer for 7-Eleven. The conversation gave us some valuable insights into how 7-Eleven has been using (and improving) AI to customize their offers and personalize customers’ journeys.
The 24-hour convenience store company also does well in surprising and keeping its customers. This year 7-Eleven stepped in to deliver to places that don’t even have addresses, including beaches, entertainment venues, parks and many other public locations. With the update on its 7NOW app, the company set up thousands of 7NOW pins to deliver to customers whenever they are. What could be better than relaxing on the beach and savoring your favorite, just-delivered Slurpee?
7-Eleven has put a perfect end to 2019 with a soaring in loyalty program membership. We are excited to see what loyalty innovations 7-Eleven will have in 2020.

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