7-Eleven Launches 7Rewards Loyalty Platform on App

"Buy 6-get 7th free" deal includes coffee, Big Gulp, Slurpee, Chillers

DALLAS --7-Eleven Inc. has just launched 7Rewards on the 7-Eleven mobile app. 7Rewards is an expanded customer loyalty platform that rewards customers with a free beverage for every six cups they purchase.

7-Eleven 7Rewards loyalty beverage Slurpee coffee Big Gulp (CSP Daily News / Convenience Stores / Gas Stations)

The program counts every 7-Eleven beverage--hot or cold--served in a 7-Eleven cup toward the seventh free. That means any six cups--any size and any drink--whether it's a large Chillers Iced Coffee or a small Slurpee drink. Refills count, as well.

"7-Eleven is a beverage destination for millions of Americans, with more than 60% 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."

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. In anticipation of 7Rewards, 7-Eleven updated its app to move the member's scannable barcode and digital punch card to the home screen for easier use.

Every time a customer purchases a cup, the cashier will 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 customer redeems the free beverage.

Links to Facebook and Twitter on the app's home screen let the user tell their friends about their rewards.

"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."

Dallas-based 7-Eleven operates, franchises or licenses approximately 10,500 convenience stores in North America. Globally, there are more than 55,000 7-Eleven c-stores in 16 countries. During 2013, 7-Eleven stores generated total worldwide sales close to $84.5 billion.

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