7-Eleven 'Gamifies' Its Rewards Program

Users can now earn points and freebies on product purchases

IRVING, Texas --7-Eleven Inc. is expanding its recently revamped loyalty program, 7Rewards.

After testing the changes in Canada, the company is now offering approximately 80% of products in the 7Rewards app for redemption through a points system. Also, customers can earn 7Rewards bonus points on select items, as well as receive digital coupons.

With the new changes, those enrolled in the 7Rewards program don't have to have the coupons in their basket. Instead, customers can scan an applicable item and the digital coupons will be immediately applied.

"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."

Beyond earning more points for more products, 7Rewards users can redeem their points for a variety of items found in the app, in addition to a free dispensed beverage for every six cups purchased. Customers can sign up for the program online, through the app or by chatting with the 7-Eleven bot on Facebook 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's senior director of loyalty and customer relationship management. "The 7Rewards points program gamifies the customer experience, allowing consumers to earn while purchasing."

Irving, Texas-based 7-Eleven Inc. operates, franchises or licenses more than 61,000 stores in 17 countries, including 10,900 in North America. It ranked No. 1 in CSP's 2017 Top 202 list of the largest c-store chains in the United States.

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