7-Eleven is getting more digitally savvy — and treating Amazon as a friend
About a year ago, 7-Eleven brought on Gurmeet Singh as its first chief digital officer to figure out the best ways for the retailer to get more digitally savvy.
Since then, 7-Eleven has integrated its rewards program in its app, launched a chatbot for Messenger and expanded its partnership with Postmates. It is also testing augmented reality, virtual reality, artificial intelligence and even drone delivery. One key tenet: Treat Amazon as friend, not foe.
“Our strategy was about following our customers to where they are,” he said. “Now, we’re looking at how do we even think ahead of our customers and delight them using digital.”
Early this month, 7-Eleven made Amazon Cash available at almost 8,000 of its stores. Amazon first launched the service this April to reach the unbanked consumer and those that would rather not use credit cards or reveal their bank accounts to Amazon. Amazon Cash, which is also available at retailers like CVS, Speedway and GameStop, ultimately gets people into brick-and-motors to add cash to their Amazon.com account.
“We want to give customers a choice,” Singh said. “We don’t want them to feel forced to take a certain route.”
It isn’t the only way 7-Eleven is working to make it easier to purchase from the e-commerce giant. 7-Eleven also sells Amazon gift cards at all its locations, and people can load up to $500 on them. At the top of the 7eleven.com homepage is a banner advertising 7-Eleven’s Amazon store. The Amazon store is acting as a testing ground rather than a one-stop shop of everything one can find at its convenience stores, said Singh. It only offers 18 items, all of which are from 7-Eleven’s private 7-Select label.
7-Eleven wants customers to be able to purchase 7-Eleven goods from the comfort of their own homes. It is working on developing Amazon Alexa skills that would integrate directly with its Amazon store. A person at home looking for a late-night snack could ask Alexa to order some chips from 7-Eleven rather than change out of their pajamas.
The convenience-store franchisee first began its relationship with Amazon five years ago when it installed the bright yellow Amazon Lockers at stores in Seattle and Manhattan. Since then, 7-Eleven has expanded the service to 300 cities across the U.S. The lockers are another way to attract people to 7-Eleven stores since they are able to pick up their packages at any 7-Eleven store with a locker.
TikTok’s uncertain future: the issues marketers should (and shouldn’t) fret over
A TikTok ban would require U.S. lawmakers to prove that the short-form video app is a genuine national security risk. So far, that hasn’t happened.
Maybe Web3 isn’t as dead as it would seem, as agencies play with new data-generating models
Agencies are continuing to invest in Web3 technologies in new ways, from client activations to data management.
Why real estate company Windermere is adding influencers to its marketing mix and spending half of its ad budget on them
Windermere is working with Seattle-based agency PB& as well as the home-focused publication Domino to partner with influencers like design influencer Max Humphrey.
SponsoredHow critical data pillars will increase brands’ confidence in CTV
Mario Diez, CEO, Peer39 With every quarter, the balance of TV viewership slips away from the traditional linear model and more towards connected TV. Less than half of the adults in the U.S. subscribe to cable or satellite, and fewer than half of the households watched linear TV daily in the second half of 2022. […]
Digiday+ Research: Agencies’ attitudes on secondary social platforms have seen ups and downs (especially on Twitter)
Digiday+ Research surveyed over 100 agency professionals, and found that agency clients' approach to the channels categorized as "other social platforms" has been somewhat erratic over the last year.
Why DOOH is a big draw for startups and direct response marketers
As digital ad channels, like social and paid search, become saturated and data privacy gets more restricted, startups and small businesses turn to DOOH to boost brand awareness.