7-Eleven's New Loyalty Platform Trades Free Drinks for Insightful Data

By: Laura McQuarrie - Mar 19, 2015
References: 7-eleven & canadiangrocer
Stationed on nearly every corner around the world, customers will only continue to frequent 7-Eleven stores with the introduction of a new loyalty platform. Launched in Canada, the new loyalty program provides big rewards for those who use its mobile app when making drink purchases served in 7-Eleven cups. After buying six hot or cold drinks, fittingly, the seventh one is free. Quite simply, when the seventh free drink is redeemed, the incentive starts again.

While this is a deceptively simple system, the real value for 7-Eleven happens behind the scenes. Data collected by the app includes information about demographics, geolocation, shareability and targetability. These insights will only help this $85 billion chain succeed in the digital age, especially since smartphones and mobile apps trump traditional web access and advertising.