7-Eleven expanded its coffee loyalty program this month to include its Big Gulp, Slurpee and Chillers proprietary beverages.Renamed "7Rewards," the program continues to work in tandem with the retailer's mobile application to function as a digital punchcard. (See "7‑Eleven Launches Digital …" in Related Articles.) Shoppers present their single-member bar code at checkout to earn a "punch" after any 7-Eleven beverage purchase; the sixth purchase triggers a digital coupon for a free beverage SKU of any type or size. The punchcard resets once the coupon is redeemed.The retailer redesigned its mobile app in conjunction with the new program. Most significantly, the member bar code and punchcard received more prominence by being relocated to the home page. (See Related Images.)In stores, window clings, translites, ceiling signs, storefront banners, coffee sleeves, counter clings, aisle violators and frame toppers at pumps all touted the program using a "Any 7th Cup is Free" message. A promotional page on 7-Eleven's website offering a how-to video (see below), Mar. 9 Facebook and Twitter updates, and a home page carousel ad support. The retailer also deployed a Mar. 6 email newsletter spotlighting the program and offering app users a digital coupon for a free two-pack of Doritos Loaded with their first card "punch."Employing an "Any Cup. Any Way. Every Day" slogan, the 7Rewards program's option of mixing and matching beverages is a benefit 7-Eleven hopes will appeal to Millennials.“7‑Eleven is a beverage destination for millions of Americans, with over 60 percent of our customers including a beverage with each purchase,” said Laura Gordon, 7‑Eleven's vice president of marketing and brand innovation, in a media release. “We know that Millennials like to have plenty of choices and, hands down, 7Rewards offers more beverage variety than any other rewards program.”The app redesign and 7Rewards program is the latest in a series of efforts by the retailer to position the app as a digital loyalty card. (See "7-Eleven Recruits ...")