7-Eleven launches new app with gamification and digital features

7-Eleven has launched an all-new mobile app, taking convenience to new heights with its user-friendly interface and comprehensive digital features. 

Following the launch of our "7-Eleven pre-order online shop" in June, which offered a one-stop pre-order experience, this app offers five powerful features in one platform including EasyCollect, FunStamps, ValuePacks, pre-order and gamification.

Covering Hong Kong and Singapore, the app aims to bridge the gap between digital and physical retail, enhancing customer engagement, driving loyalty, and optimising operational efficiency, said a spokesperson from 7-Eleven in a conversation with MARKETING-INTERACTIVE. "The app serves as a strategic tool to future-proof 7-Eleven's business model in an increasingly digital-first consumer environment."

Done in collaboration with creative agency Howdy and media agency PHD Hong Kong, the brand has rolled out a short video to promote the app, featuring a catchy can-can jingle and highlighting how the app seamlessly fits into customers’ daily routines.

"The app is a cornerstone of 7-Eleven's customer-centric growth strategy. It's designed to not only enhance retention through personalised experiences and loyalty programmes but also to expand the customer base by appealing to digital-native consumers. By offering a blend of convenience, value, and engagement, the app aims to elevate the convenient experience, increase customer lifetime value and drive acquisition through digital channels," said the spokesperson.

"This is a breakthrough for 7-Eleven to elevate the convenience experience. It marks the first time 7-Eleven has launched a comprehensive mobile app with this level of functionality and integration," the spokesperson added.

The app leverages several cutting-edge digital strategies, including omnichannel integration, data-driven personalisation, gamification, digital loyalty ecosystem, dynamic pricing and bundling, and mobile-first user experience.

With a fresh new look and five upgraded features, the app is designed to enhance consumers' entire shopping experience. The feature "EasyCollect" allows users to order and pay for their items remotely through the app and pick them up at their convenience when they're ready. It is available at over 700 7- Eleven stores in Hong Kong.

Within the FunStamps feature where the 7-Eleven collectible programme has been upgraded with all-new digital stamps, users can simply link their yuu account in the app, and automatically save the stamps they earn with every 7-Eleven purchase.

With the ValuePacks feature, users can now purchase a variety of discounted bundles featuring 7-Eleven's own-brand products, including 7CAFÉ ground coffee, Tsat Jai Sik Dong (7- Eleven Food Stall) classic hot dogs, 7-SELECT ready-to-eat chicken breast, fresh juices, cold brew tea, and more.

The new app also allows users to pre-order any items and choose any 7-Eleven store for pickup. For added excitement and engagement, the app features interactive games to engage with consumers. Users who complete in-app missions will get a chance to win prizes and coupons.

The first game, also known as "7-Eleven product hunt", is launched on 11 November and runs until 1 December. Participants will be challenged to find and tap five 7-Eleven own-brand products hidden within a colourful animated game scene. The top 10 players with the highest cumulative scores will each win a HK$500 e-gift card.

After users complete the game, they'll also get a chance to win instant prizes and be entered into the grand prize draw for a chance to win the latest smartphone. During the event, every new user gets three chances to play when they first log in, and then one chance to play every day after that.

Don't miss: 7-Eleven introduces new products to consumers via 'pre-order' platform

Launched in 2020, the "7-Eleven Pre-order" platform is a new business channel of 7-Eleven which provides the opportunity to reach out to more customers with different products.

To further cater for customers' needs, 7-Eleven conducted research which shows consumers are willing to purchase products with popular and well-loved cartoon characters of all time. Therefore, the convenience store company started the “Pre-order” platform with collaborations with various brands and cartoon characters and with a limited promotion period.  

By launching its collectible programme, 7-Eleven has collaborated with different licensed partners and offer exclusive products to excite customers, such as Disney, PEANUTS x FDMTL and Sanrio.

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