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7-11 leads in Digital Transformation

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By: RickFerguson |

Posted on November 22, 2017

7-11 leads in Digital TransformationYou’ve no doubt been hearing a lot lately about the rise in digital assistants as a key component of the loyalty revolution. Whether they’re interacting with consumers in the home, in-store, online, or through social media, DAs are becoming an essential component of the new loyalty experience. As an example of a company on the leading edge of this transformation, look no further than US convenience store chain 7-Eleven, which recently announced the launch of a new DA integration with its loyalty program.

By Wise Marketer staff

Last week, 7-Eleven, Inc. launched a new chatbot platform that the company links to the emerging trend of "conversational commerce."  The 7-Eleven Bot on Messenger allows millions of 7-Eleven customers to engage with the brand from within Facebook Messenger. The technology is driven by Conversable, a conversational intelligence software platform that leverages automation and machine learning technology.

Here's how it works: Consumers using Messenger can engage in a conversation with the 7-Eleven Bot by chatting with 7-Eleven on Messenger.  The chatbot allows customers to engage with 7-Eleven easily and quickly. Users can sign up for the 7Rewards customer loyalty platform, find a store location near them, and learn about the latest discount offers. Money quote from Gurmeet Singh, 7-Eleven’s Chief Digital Officer:

"Today's digital-savvy consumers expect brands to be present when and where they choose, in an effortless manner, and 7-Eleven Bot on Messenger allows that to happen. We are launching a unique loyalty experience for our consumers through an intelligent Bot. Using groundbreaking technology, customers immediately receive a digital card in messenger and can scan to start earning points, check status as well as collect coupons when they choose. Bye-bye physical loyalty cards. This new form of customer experience proves that 7-Eleven is redefining convenience through digital as well as pioneering a new era of loyalty programs. Our digital team constantly looks for new and innovate ways to surprise and delight our customers."

In addition, the 7Rewards loyalty program has recently expanded to gives members the opportunity to earn and redeem points—including bonus points—while they shop. This is in addition to the original "Buy 6 Cups-Get the 7th Free" 7Rewards offer on in-store beverage purchases. Digital coupons are also redeemed through the 7Rewards app, which can be downloaded from the Apple Store or Google Play.

7-Eleven promises that the chatbot is just the beginning of 7-Eleven's digital innovation; the company will continue to implement “more ground-breaking digital revolutions to enhance the customer experience, solve more problems, and make engagements with 7-Eleven even more delightful.” We’ll be excited to see what they do next.

Rick Ferguson is Editor in Chief of the Wise Marketer Group and a Certified Loyalty Marketing Professional (CLMP).