IRVING, Texas – 7-Eleven’s mobile loyalty app, 7Rewards, has expanded to enable customers to earn rewards points for hundreds of 7-Eleven product purchases. After successful testing in Canada, the updated 7Rewards app has launched in the United States.
On November 8, 7Rewards began allowing customers to earn points on a wide range of eligible purchases, from a Big Gulp to chips to fresh food. Approximately 80% of products are available in-app for redemption. Customers can also earn 7Rewards bonus points on select items, as well as receive digital coupons. Now, those enrolled in loyalty program don't have to have the coupons in their basket. Instead, they can scan an applicable item and the digital coupons will be immediately applied allowing customers to receive their rewards much faster.
"Variety is important to 7-Eleven customers. You can see it in the ever-increasing assortment of products and services offered throughout our 8,900 U.S. locations," said Scott Albert, 7-Eleven’s director of digital products. "Now, we have extended that flexibility to 7Rewards, which gives our most loyal customers the chance to reap even greater benefits beyond what they earn from beverage purchases."
Besides earning more points from more products, 7Rewards users can redeem their points on a menu of top-selling items (including the free beverage offered with the original 7Rewards program) found within the app.
"Over 9 million users were enrolled in the original 7Rewards program, encouraging 7-Eleven to expand and enhance the program to a points program," said Tarang Sethia, 7-Eleven’s senior director of loyalty and CRM. "The 7Rewards Points program gamifies the customer experience, allowing consumers to earn while purchasing."
The enhancements to 7Rewards are key aspects of a company-wide initiative to create greater consumer engagement by personalizing and customizing the customer experience, both in-store and through digital technologies. 7-Eleven updated the app specifically to make their customer's experiences in and out of the store more even enjoyable.
"Our intent is to make every customer interaction valuable and delightful," said Gurmeet Singh, 7-Eleven’s chief digital officer. "We are customer focused and constantly striving to find opportunities that create effortless interactions with the 7-Eleven brand."