7-Eleven has added to its mobile app an expanded customer loyalty platform called 7Rewards, which rewards customers with a free beverage for every six cups purchased.
7Rewards counts every 7-Eleven beverage—hot or cold—served in a 7-Eleven cup toward the seventh free.
“7-Eleven is a beverage destination for millions of Americans, with over 60 percent of our customers including a beverage with each purchase,” said Laura Gordon, 7-Eleven VP of marketing and brand innovation. “We know that Millennials like to have plenty of choices and, hands down, 7Rewards offers more beverage variety than any other rewards program.”
To participate in the new 7Rewards program, customers must use 7-Eleven’s mobile app, available in the iTunes App Store or Google Play, and register as a member. In anticipation of 7Rewards, Dallas, Texas-based 7-Eleven updated its app to move the member’s scannable barcode and digital punch card to the home screen for easier use.
Every time a customer purchases a cup, the cashier will scan the barcode in the app, and a “punch” will automatically appear within the app. Each purchase earns a punch that shows up as a star icon in the app. After receiving six punches, or stars, a “You earned a free cup” notification appears in the app. The punchcard process starts over once the free beverage is redeemed. Links to Facebook and Twitter on the app’s home screen let the user tell their friends about their rewards.
“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,” Gordon said. “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.”
Coffee was 7-Eleven stores’ first venture into serve-yourself beverages. The retailer also was the first to introduce self-serve soft drink fountains and is the exclusive retailer of the Slurpee beverage.