7-Eleven Goes Digital

By Megan Zielinski, contributing writer

As of early this month, 7-Eleven, largest chain in the convenience industry, has announced the company completely transitioned from an 800 phone line to its mobile app, and will be implementing new delivery networks over the course of 6 months, enabling for customers to conveniently receive store products while they stay in their vehicles. 

In just under a month, 7-Eleven has received up to 14,000 comments since the switch to digital—more responses than what the chain sees in a year with the landline connection. Nearly 65 percent of smart phone usage comes from millennials, particularly male customers. Emphasizing the importance of 7-Eleven going digital, Michael Debnar stated at the GrowthBeat Convention, “When a company says it’s mobile-first and mobile-only, we are mobile first and mobile-only.” The company slowly began the digital transformation last year.

The company also plans to build upon startups through its investment program, 7-Ventures, first launched in August 2013. Backing up to June 2013, five 7-Eleven stores in busy New York City locations added KeyMe kiosks, enabling customers to quickly duplicate keys in just a matter of seconds when they find themselves stranded—it is estimated that New Yorkers get locked out of their apartments approximately three million times a year. In November, the chain partnered with Belly, leading provider of loyalty platforms, installing tablets in 7-Eleven Chicago stores. The chain also includes self-service Amazon lockers at multiple locations, providing customers with a place to pick up and return Amazon.com packages. Future projects for the upcoming year includes creating new store platforms and expansion of categories, along with investing in food and refreshment startups. The company also continues to improve omnichannel capabilities and include real-time technologies to better serve customers.

Debnar is a part of the 7-Eleven innovation team, dedicated to implementing new developments into the core business. The group reinvents the brand everyday based on customer responses—using their feedback and suggestions sent through IdeaHub integrated in the 7-Eleven app. “We listen to you, this is your company, this is your app, and we promise that we will put these features into our stores if we can, and give you credit for it.”