THE CHALLENGE

 

Inspire guest visit frequency and establish digital addressability amongst the brand's most frequent customers in a fast-blurring competitive landscape.​​​​​​

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THe STRATEGic ROLE

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Chief Strategy Officer and primary strategist for 7-Eleven's U.S. digital agency of record, working with 7-Eleven's CMO and head of digital engagement. Established the program's core value proposition, program mechanics and launch plan.​

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​The Strategic IDEA ​​

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Create an on-the-go program around beverage trips, designed for the brand's operational/product realities.

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HOW IT CAME TO LIFE

 

7REWARDS is a personalized app-based experience expressly designed for on-the-go guests, and for immediate deployment across the brand's retail footprint.

 

IMPACT

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• Hailed as "the new benchmark for retail consumer retention." (MediaPost).

 

• Now North America's largest convenience retail loyalty program, largest addressable customer database (55M members), and simultaneously rolled out across 10,000 retail locations.

 

• +8 customers driven per store daily, representing substantial business growth at scale.

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• Agency awarded 7-Eleven's full-line agency of record business.

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Developed with friends at 7-Eleven and T3.

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