7-Eleven Inc. has updated its 7Rewards loyalty program via the 7-Eleven mobile app, the company announced. The latest version of the app includes a series of upgrades to enhance the overall customer experience both in-store at 7-Eleven and via 7NOW Delivery.

“It was paramount that we focused our efforts towards simplifying the core technical components of the customer experience in the app—including purchasing, payment and rewards,” said Ranga Mohan, vice president of engineering at 7-Eleven. “By improving these elements, we’ve allowed the customer to have even more of a frictionless checkout experience—in-store or at home via 7NOW Delivery.”

Updated features in the refreshed app include:

• Simplified login and registration—making it easier for on-the-go customers to access the app.
• Improved in-app shopping and delivery experience—customers can browse through a catalog of items.
• New discovery experience—quick access to fuel loyalty, car wash experiences and more.
• Onboarding and homepage improvements—allowing for an intuitive user interface.
• Centralized deals and rewards—exclusive deals and discounts for loyalty members are front and center.
• Seamless user interface—new design aesthetic and animations covering over 500 screens across the app end to end.

“The heart of our digital connection with the customer is through the 7-Eleven app—it’s a key driver that allows us to give our customers the convenience they want anytime, anywhere,” said Yaqub Baiani, vice president of product management at 7-Eleven. “We’re focused on making our customers’ shopping experiences easier, quicker and more personalized—both in and out of our stores.”

Heading to NACS Show this October? Sessions such as Customer Engagement 2.0: The Power of Digital Innovation cover the latest ways retailers can improve the digital experience for their customers. Visit nacsshow.com to learn more.