A 7-Eleven Lab Store was opened up in Dallas to provide shoppers with a greater range of goods, and to allow the convenience store chain to see what launches prove most popular amongst them.
By testing out different products in the 7-Eleven Lab Store, the company is able to get a better idea of whether or not its organic Slurpee flavors, draft beers, wine, tacos, or makeup aisle are worth expanding to other locations. The Lab Store even has a soft serve ice cream station, which consumers can customize with a wide range of toppings.
As Chris Tanco, Executive Vice President and Chief Operating Officer of 7-Eleven explains, the Lab Store was built specifically "to test, learn and iterate new platforms and products to see what really resonates with customers and how we can use those learnings to influence future store designs."
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