7-Eleven Expands Loyalty Efforts with App

Tim Maytom

150309 7Rewards screen on iPhone copyUS convenience chain 7-Eleven has expanded its '7Rewards' customer loyalty program to its app, enabling customers to track their progress towards earning a free drink and redeem their reward through their mobile phone.

The rewards program, which allows customers to claim a free coffee, Big Gulp, Slurpee or Chillers drink for every six cups purchased, can now be tracked using the company's app, which is available for both iOS and Android. The app has been updated to move the member's scannable barcode and digital punch card to the home screen for easier use.

"7-Eleven is a beverage destination for millions of Americans, with over 60 per cent of our customers including a beverage with each purchase," said Laura Gordon, vice president of marketing and brand innovation at 7-Eleven. "We know that millennials like to have plenty of choices and, hands down, 7Rewards offers more beverage variety than any other rewards program."

The app automatically notifies customers once they have reached their free beverage, and also enables users to share their rewards via social media through links on the app's home screen.

"We have customers who come in every morning, like clockwork, for a fresh-brewed cup of 7-Eleven coffee, while others regularly treat themselves to a Slurpee or Big Gulp drink," said Gordon. "If you come in every day, scan your 7Rewards app barcode, you can get one free drink a week or even more, and that's our way of saying 'thanks' to our customers and letting them get more of what they want at 7-Eleven."