7-Eleven Loyalty Program Exceeds 25-Million Mark
App-based platform triples its membership in two years.
Dec 16, 2019
IRVING, Texas—After 7-Eleven enlarged its 7Rewards loyalty program two years ago, membership in the app-based platform has almost tripled (278%) from 9 million to 25 million members, the company announced.
This healthy increase in members also has resulted in more store visits and a larger, more loyal customer base. The chain has been recognized for its loyalty program, receiving the Loyalty360 Technology Award, the Trends Platinum Award and The International Business ‘Gold Stevie’ Award for Integrated Mobile Experience among others.
“While winning awards is certainly an honor, the real measure of success is how 7Rewards benefits our customers and franchisees every day,” said Joe DePinto, 7‑Eleven president and CEO. “7Rewards members visit our stores more often and spend more when they shop. That means increased store traffic for our franchisees and our corporate stores—an added eight customers per store each day.”
In 2018, 33% of consumers reported being members of a c-store rewards or loyalty program, up from just 8% in 2009, according to the NACS Convenience Tracking Program (CTP). And they’re a loyal group. A recent report from PDI, which provides enterprise management software for c-stores, found that most members of c-store loyalty plans engage with the programs at least once a week. Moreover, 57% of loyalty members go inside the store each time they fuel up, according to PDI, compared with 33% for non-members.
For more on c-store loyalty programs, see “Leveraging Loyalty” in the September 2019 issue of NACS Magazine.
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