7-Eleven Celebrates a Mobile Birthday

7-Eleven celebrated its July 11 "birthday" over a full week, leveraging the occasion to shine a spotlight on its 7Rewards digital loyalty program and private label 7-Select. During "7Rewards Week" from July 12-18, members of the loyalty program received a free 7-Select food or drink item (worth up to $2) with purchase of any 7-Eleven proprietary beverage. Members redeemed the offer at checkout (up to five times per day) by scanning their single-member bar codes through 7-Eleven's mobile application.The weeklong celebration followed the annual "7-Eleven Day," when consumers get a free small cup of the retailer's proprietary Slurpee beverage. In-store window clings, various Facebook and Twitter updates, as well as carousel ads on the retailer's mobile app, slurpee.com and 7-eleven.com touted both events. The activity also included in-store in-line headers, a double-sided handout presenting some 57 eligible 7-Select items and location-based image filters for Snapchat.“7‑Eleven Day is a celebration, not only of our birthday, but more importantly, of our customers,” said Laura Gordon, 7‑Eleven vice president of marketing and brand innovation, in a media release. “By adding 7Rewards Week, we have a whole week to say thank you for their business throughout the year.”The 7Rewards Week promotion is the convenience store chain's second attempt at extending its birthday celebration through its mobile app. Last year 7-Eleven dangled mobile coupons for free items such as Slurpees, Hostess Brands LLC’s Twinkies, Mars Inc.'s M&M's and Snickers ice cream bars, and General Mills’ Pillsbury cookies. However, the in-app digital coupons went down for a couple days, inciting various complaints via 7-Eleven's Facebook page and forcing the retailer to rerun the promotion. Armed with a newly revamped mobile app and loyalty program, 7-Eleven this year avoided technical problems and used the platforms to showcase its 7-Select brand, which it has been gradually expanding throughout the year.

7-Eleven Celebrates a Mobile Birthday

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