Loyalty Technology

7-Eleven expands loyalty program

7-Eleven expands loyalty programLast week, 7-Eleven made news with the integration of its new 7-Eleven Bot on Facebook Messenger, which allows millions of 7-Eleven customers to engage with the brand from within Facebook Messenger. After promising more news about its digital and loyalty transformation, the company made good on its word by announcing an expansion of its 7Rewards program from a mobile app-based punch-card program to a true loyalty reward program that rewards its customers for purchases everywhere in the store. The news continues to position 7-Eleven as one of the leading customer-centric companies in the convenience retail space.

By Wise Marketer staff

7Rewards – the mobile customer loyalty app that earns users a free beverage for every six cups purchased – has expanded to enable customers to earn rewards points for hundreds of other 7-Eleven product purchases. After extensive successful testing in Canada, the updated 7Rewards app has landed in the U.S. The app has not only been revamped and redesigned, but is now even more rewarding for 7-Eleven’s best customers.

The company has expanded the 7Rewards program so customers can earn points on a wide range of eligible purchases – from a Big Gulp to chips to fresh food, and more. Approximately 80 percent of products are now available in-app for redemption. Plus, customers can earn 7Rewards bonus points on select items, as well as receive digital coupons. Those enrolled don’t have to have the coupons in their basket. Instead, customers simply scan an applicable item and the digital coupons will be immediately applied, allowing customers to get their rewards much faster.

Besides earning more points from more products, 7Rewards users can redeem their points on a wide menu of top-selling items (including the free beverage offered with the original 7Rewards program) found within the app. The points program now offers several new ways to earn besides the in-app option. To sign up and earn points, customers can either download the app—which is available on the Apple store or Google Play—visit the 7Rewards online mobile website, or chat with the 7-Eleven bot on Messenger.

The enhancements to 7Rewards are key aspects of a company-wide initiative to create greater customer engagement by personalizing and customizing the customer experience, both in-store and through digital technologies. Money quote from Tarang Sethia, 7-Eleven Senior Director of Loyalty and CRM:

“Over 9 million users were enrolled in the original 7Rewards program, encouraging 7-Eleven to expand and enhance the program to a points program. The 7Rewards Points program gamifies the customer experience, allowing consumers to earn while purchasing.”

This program expansion is great news for 7-Eleven customers, and should pay dividends for the company in the form of increased lift, retention, and advocacy. We’ll be excited to see how the program works in the marketplace in 2018.

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