7-Eleven Upgrades Digital Connection to Its Customers
Refreshed mobile app simplifies the technology components of the guest experience.
IRVING, Texas — 7-Eleven Inc. launched a redesigned mobile app in a move aimed at enhancing the overall customer experience.
"The heart of our digital connection with the customer is through the 7-Eleven app — it's a key driver that allows us to give our customers the convenience they want anytime, anywhere," said Yaqub Baiani, vice president of product management at 7-Eleven. "We're focused on making our customers' shopping experiences easier, quicker, and more personalized — both in and out of our stores."
The redesigned app comes six years after the convenience retail chain launched its 7Rewards loyalty program through the 7-Eleven mobile app. Updated features in the refreshed app include:
Simplified login and registration: makes it easier for on-the-go customers to access the app.
Improved in-app shopping and delivery experience: customers can browse through a vast catalog of items and make their selection with a few taps.
New discovery experience: includes quick access to fuel loyalty, carwash experiences among other features.
Onboarding and homepage improvements: an intuitive user interface makes navigation smooth and effortless.
Centralized deals and rewards: exclusive deals and discounts for loyalty members are front and center.
Seamless user interface: new design aesthetic and animations covers more than 500 screens across the app end to end.
"It was paramount that we focused our efforts towards simplifying the core technical components of the customer experience in the app — including purchasing, payment and rewards," said Ranga Mohan, vice president of engineering at 7-Eleven. "By improving these elements we've allowed the customer to have even more of a frictionless checkout experience regardless of where they're shopping with us — in-store or at home via 7NOW Delivery."
Irving-based 7-Eleven operates, franchises and/or licenses more than 13,000 stores in the United States and Canada. In addition to 7-Eleven stores, it operates and franchises Speedway, Stripes, Laredo Taco Co., and Raise the Roost Chicken and Biscuits locations.