Convenience-store giant 7-Eleven Inc. said it has improved its mobile app to make it simpler for consumers to use for shopping, fuel rewards and 7NOW Delivery.
“The heart of our digital connection with the customer is through the 7-Eleven app. It’s a key driver that allows us to give our customers the convenience they want anytime, anywhere,” said Yaqub Baiani, vice president of product management at 7-Eleven. “We’re focused on making our customers’ shopping experiences easier quicker, and more personalized—both in and out of our stores.”
The refreshed app includes design and navigation improvements that make it easier for customers to access the app and browse and select products, 7-Eleven said. It puts loyalty deals and discounts front and center and includes fuel loyalty and car-wash selections, the company said. A new design with animations covers more than 500 screens.
Customers who want to order ahead for pickup or delivery can use the app to browse and purchase more than 3,000 products, including alcohol in many markets. 7NOW offers delivery 24 hours a day in about 30 minutes in 514 cities, according to the company. 7-Eleven partners with DoorDash in many markets for delivery.
“It was paramount that we focused our efforts towards simplifying the core technical components of the customer experience in the app – including purchasing, payment and rewards,” said Ranga Mohan, vice president of engineering at 7-Eleven. “By improving these elements we’ve allowed the customer to have even more of a frictionless checkout experience regardless of where they’re shopping with us—in-store or at home via 7NOW Delivery.”
An estimated 7% to 10% of transactions involved the app at the location, the manager of a 7-Eleven franchise location in suburban Chicago told a CSP editor who stopped in and inquired about app usage in the store in July.
7-Eleven first launched an app in 2010. It launched its 7Rewards loyalty program via the app in 2017. It has expanded the app’s capabilities and its merchandise offerings since then. In July, it encouraged emerging brands to pitch their products to 7-Eleven through its Brands with Heart Showcase. This month, it launched a collection of golf merchandise to its online collection. It also recently added pumpkin spice latte coffee to its stores for the fall selling season.
- 7-Eleven is No. 1 on CSP’s 2023 Top 202 ranking of U.S. convenience-store chains by store count.
7-Eleven Inc. operates, franchises or licenses more than 83,000 convenience stores in 19 countries and regions, including more than 13,000 7-Eleven convenience stores in the United States and Canada. In addition, it operates and franchises Speedway, Stripes, Laredo Taco Company and Raise the Roost Chicken and Biscuits locations.
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