Members of 7Rewards, the loyalty program from popular convenience store 7-Eleven, are getting an extra treat next week for what the company is simply calling “7Rewards Week.” During the week of April 11-17, members will receive a free 7-Select private label food item up to $2 for free with the purchase of a drink.
As always, program members will also earn stars for every purchased drink, with every 6 stars earning a complimentary beverage. 7Rewards is contained within the free 7-Eleven app, requiring that customers engage with the brand within the mobile space in order to receive the rewards.
What’s more, customers must use the “Scan and Save” feature of the app to scan the barcode of selected 7Select food items to receive the free offer, giving customers a unique way to save money through the app.
Perhaps the most intriguing aspect of the promotion is the flexibility of the offer.
“7Rewards Week lets customers completely customize the offer,” said Laura Gordon, 7-Eleven VP of Marketing and Brand Innovation. “As always, 7Rewards members can choose which cup size and flavor drink they want, and during 7Rewards Week, they can choose their favorite 7-Select snack, sweet or treat up to $2 to get free. That might mean coffee and a packaged bakery item, or Big Gulp and chips, or a Slurpee and sour gummi bears, and then something completely different the next day. All while earning six stars toward a free seventh cup.”
For every drink purchase, 7Rewards members earn an animated star. In an effective use of gamification, guests are encouraged to rack up 6 of these stars, at which point the app delivers a notification that they’ve earned a free beverage.
“The 7Rewards loyalty program has always been simple to use. Buy six cups and get one free," Gordon explained. “7Rewards Week gives our customers an extra bonus- they get to buy any cup drink they want and we will give them a free snack to try from 7Select.”
The brand is looking to “7 Days of 7Rewards” as a boost to the mobile app, but 7-Eleven has already grown to be a mammoth global presence. With 58,900 locations in 17 countries, there’s no doubt that 7-Eleven does customer loyalty right.