7-Eleven Tests Lottery Ads on Cooler Door Handles

Pilot program spurred boost in sales, according to findings
Photograph: Shutterstock

IRVING, Texas 7-Eleven recently completed a pilot program testing the effectiveness of advertising on vault door handles to promote a recurring Texas Lottery Holiday Scratcher promotion.

The chain partnered with Cooler Display Inc., the Texas Lottery and IGT, a gaming company, for the pilot program.

The program ran from Nov. 10, 2018, to Jan. 5, 2019, and the Texas Lottery promoted its Holiday Scratcher product at 94 Dallas and Fort Worth, Texas, 7-Eleven locations using printed inserts housed inside the Cooler Display Vault Door Handle marketing displays made by Cooler Displays. The goal of the program was to capitalize on the attention of customers in front of cooler doors where many stop to browse anyway.

“Sales in Texas grew at an astounding 12%. In this case the pilot stores were up 12% over the state and other 7-Eleven stores that ran about 8%. This is a solid 4% growth above the nonpilot stores,” said Kelly Contello, key accounts manager of IGT.

“We are extremely happy, but also not surprised with the increase in sales of Texas Lottery’s Holiday Scratcher product. We believe the data is clear that the stores that had our Cooler Display vault handles saw a significant bump in sales over the stores that did not, which is very gratifying,” said Eric Sacks, president of Cooler Display.

Cooler Display, Lewisville, Texas, has been manufacturing its Cooler Display Vault Door Handle since 2010. The company works primarily with beer and soda distributors and independent convenience stores.

Based in Rome, IGT is an end-to-end game company listed on the New York Stock Exchange.

Irving, Texas-based 7-Eleven operates, franchises or licenses more than 67,000 stores in 17 countries, including 11,800 in North America. It is No. 1 in the Top 40 update to CSP’s2018 Top 202 ranking of c-store chains by number of company-owned retail outlets.

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