7-Eleven Australia is focusing on digital and food evolution to achieve its ambition of one billion customer moments by 2030.
According to 7-Eleven Australia General Manager – Customer, Julie Laycock, the collective focus of the company and its franchisees on customers’ needs is positioning the brand well for the future.
“Customer needs are always changing, and the rate of that change has only accelerated since Covid,” Julie Laycock said.
“Together with our franchisees, we have always had the needs of our customers at the centre of everything we do, and our ongoing investment in innovation is consistent with that.”
“This year we will roll out a range of new digital solutions for our customers, we want to make sure that we offer customers digital services that provide personalised value and convenient solutions,” she said.
“The My 7-Eleven app is all about providing convenience, value and rewards to our customers. The app is intended to allow our customers to seamlessly connect with us, as well as providing a simple to support solution for our franchisees and store based teams at the point of purchase.
Easy rewards at 7-Eleven
“Customers can link their Velocity Frequent Flyer rewards account to their My 7-Eleven app to receive on eligible purchases Velocity Points as well as 7-Eleven rewards when they shop with us. Whether a customer enjoys a reward such as a free coffee after their sixth eligible purchase or are looking for ways to boost Velocity Frequent Flyer Points for a family holiday, it’s as simple as one in-store scan from the My 7-Eleven app for our franchisees to reward our customers.
“The My 7-Eleven app also has the fuel price lock feature, that allows customers to lock in the best local fuel price at the five closest 7-Eleven stores to their location, and then redeem that price at any 7-Eleven fuel store nationally during the next seven days. This feature is something that differentiates our offer from our competitors and gives our franchisees and their teams a unique offer to engage their customers.”
In addition to the digital innovation, the company’s food investment is focused on providing customers with quality, value, and choice throughout the day.
“In 2022 will also be investing in a range of new offers in the food and beverage space to drive customer traffic into our stores, by giving customers more reason to choose to shop with us.
Catering for customer needs
“Every option in our food range is crafted to give our customers quality and value. Our food team develop and test our products to make sure they are delicious, great quality and cater to a range of customer needs for breakfast, lunch, dinner, and every snacking occasion in between.
“Our sandwiches are handmade and delivered daily. There’s the traditional classics like a chicken and avocado, or ham and cheese, or, for people looking for something different, there’s the RSPCA Approved Chicken wrap with chipotle mayo and crisp slaw or the vegan friendly No Chicken Sandwich. There are lots of sandwich options to choose from.”
Fresh sushi and salads are also on offer alongside classic favourites like hot pastries, muffins, ready meals, and the iconic Krispy Kreme Doughnuts.
“We have a range of sushi that is made daily including onigiri, classic sushi rolls, or crispy tuna. The sushi packs and our salads are great options for those looking for a change from a pie or sandwich, particularly on a hot day. There’s also a range of ready to heat and eat meals from 7-Eleven, and other convenient options like My MuscleChef and Youfoodz.”
7-Eleven digital innovation
The company has a range of innovations rolling out nationally or being trialled in 2022.
“In 2022, we’re investing to give our customers more choice and innovation for drinks on the go. In addition to our exciting Slurpee flavours and market-leading coffee offer we are rolling out new and exclusive self-serve blended drink machines, where customers can select from more than 30 different options including Smoothies, Frappes, Lemonades, and Shakes.”
“Following a successful trial in 2020, our new machines have been installed across Western Australia and Queensland, with New South Wales and Victoria expected to get state-wide access over 2022.”
In the 7-Eleven business, the costs of new equipment and innovation is a corporate cost, and new innovations are often tested first with corporate stores to assess, and determine how to best set our franchisees up for success.
“7-Eleven support office makes the investment in installing new equipment, including these new drink machines, and works in partnership with franchisees and store leaders to deliver new offers to our customers.”