IRVING, Texas -- 7-Eleven has risen into the top 10 c-store chains in Stuzo’s digital convenience-store ranking in recent months. The shift is a result of the chain’s recent technology-focused moves, which include a revamp of the chain’s loyalty program, the launch of an online chatbot and a delivery app test in Dallas.
The Irving, Texas-based chain of more than 10,300 convenience stores holds an overall digital score of 2.01, placing it in sixth place in Stuzo's ranking as of March 14, 2018. The chain’s prior score was 1.68, which still placed it in the top 20.
“7-Eleven’s new and improved rewards program, 7Rewards, makes it easier and more convenient than ever to earn on purchases throughout the entire store,” said Aaron McLean, COO at Stuzo. “The mobile app-based program provides loyal customers with even more reason to shop at 7-Eleven, driving customer visit frequency and value.”
Click here to see where 7-Eleven falls on Stuzo’s online ranking. Stuzo is a digital-product-innovation company focused on the convenience-store and fuel-retail industry with headquarters in Philadelphia.
The ranking covers 100 c-store chains, measuring each chain’s digital presence, including mobile commerce, mobile employee activation, connected car, website and social media. Each company is ranked on a points-based system with a score of 0 to 5 for each metric. Each metric is calculated using four more specific metrics. While this article examines the details behind 7-Eleven's ranking, it is meant more as a profile than an attempt to compare it to competitors.
Click through for details on where 7-Eleven stands in Stuzo’s C-Store Digital Ranking and information on the brand’s digital capabilities …
Mobile Commerce: 1.99
7-Eleven’s overall score for mobile commerce is 1.99. Here’s how it breaks down:
Previous score: 1.71
App performance: 3.69
Mobile payment: 0
Loyalty program: 4.25
Mobile ordering: 0
Reason for change: The new 7Rewards program allows customers to earn points on almost anything in-store as well as choose from a variety of rewards offers. This change incentivizes customers to use the app and increase in-store purchases.
7-Eleven’s revamped app offers a loyalty and rewards program for which every seventh beverage is free and 25 points are earned for every $1 spent. Customers can choose their rewards from a variety of options and there are bonus offers to gain more points. Registering for the app automatically deposits 800 points into the rewards account, providing an incentive for customers to adopt the app. The app has an option to add the rewards card to the Apple Wallet, increasing convenience.
At this time, there is no ability to pay using mobile devices or preorder food. McLean said that including this would add convenience to the customer's buying experience and increase c-store visits and purchases.
7-Eleven’s overall score for its website is 3.8. Here’s how it breaks down:
Previous score: 3.63
Loyalty program promotion: 4.67
App promotion: 4.5
Mobile ordering: 0
Reason for change: The sign-up process to start receiving rewards is simple and allows customers to track their accumulated points.
McLean said the 7-Eleven website is fun, bright and full of information, highlighting promotions, store locators and meal-time food options. The site promotes the app and directs customers to a landing page that offers full information about the loyalty and rewards program within the app. The sign-up process to start receiving rewards is simple and allows customers to track their accumulated points.
Social Media: 4.25
7-Eleven’s overall score for its social-media use is 4.25. Here’s how it breaks down:
Previous score: 4.5
Brand responsiveness: 4.25
Frequency of posts: 3.5
Creativity of content: 4.25
Level of engagement: 5
Reason for change: 7-Eleven has a large presence on social media. It posts relevant content including promotional deals, new items and charity opportunities. The company posts on several channels a few times a week, but McLean said that engagement could be increased if posts were more frequent.
The company engages heavily with customers, often retweeting or sharing their posts and always responding to their comments. McLean said the content is creative, witty and friendly and receives a lot of interaction from customers. The 7-Eleven Facebook Messenger chatbot feature acts as a store locator, lets customers sign up for a rewards account, and allows for download of the app. This feature increases customer engagement as well as brand loyalty.
Connected-car and mobile-employee activation: 0
7-Eleven did not score in either the connected-car or employee-activation metrics, but this is not unusual for c-store chains on Stuzo’s list. These metrics are focused on the future; Stuzo predicts chains will put more resources into such initiatives as the industry evolves and becomes more tech-focused.
The mobile-employee-activation metric measures how chains increase employee productivity and work satisfaction through mobile-based programs. Connected car measures the chain’s use of a car’s "infotainment" system on the dashboard, which will become more common as the capabilities of car platforms expand further.
With more than 10,000 stores, Irving, Texas-based 7-Eleven ranked No. 1 on CSP’s 2017 Top 202 list of the largest c-store chains in the United States.
Philadelphia-based Stuzo is a digital-product-innovation company focused on the convenience-store and fuel-retail industry. It helps organizations humanize technology by designing, defining and delivering digital products that drive business outcomes.