What's keeping me up: 7-Eleven HK & Macau's Gloria Shiu

While consumers are spoiled with choices nowadays, it's essential for brands to retain them with customer-centric solutions and strategies. As the economic downturn persists across the Asia Pacific region, 68% of leaders agree that strengthening business resilience through customer service becomes a top priority, said Zendesk’s latest global Customer Experience (CX) Trends Report.

As customer expectations continue to rise, businesses will need to redefine their CX strategy and how they engage with customers. While in the retail and FMCG industry, the fast-paced nature and the diverse customer base make it even harder for marketers to understand customers' evolving needs and preferences, said Gloria Shiu (pictured), head of marketing, 7-Eleven Hong Kong & Macau during an interview with MARKETING-INTERACTIVE.

As such, Shiu always encourages her team to “think out of the box”, and to be more creative in their marketing approach to engage with consumers. Whether it's limited-time specialty items, unique partnerships, or immersive digital experiences, she strives to keep 7-Eleven top-of-mind and relevant to convenience.

In this episode, Shiu shares with us her worries as a marketing leader and what keeps her going. 

MARKETING-INTERACTIVE: What is the biggest thing you worry about?  

As the head of marketing for 7-Eleven Hong Kong, I'm constantly mindful of the fast-paced nature of the retail and FMCG industry. Our incredibly diverse customer base, spanning all age groups, adds an extra layer of complexity when it comes to understanding and meeting their evolving needs and preferences.

With nearly two decades of experience in this field, I'm challenged to remain creative and innovative, with the goal of offering our customers a special, fun, and exciting experience every time they visit our stores.

MARKETING-INTERACTIVE: How do you deal with this worry?  

• To address this constant need for innovation and adaptation, we’re committed to putting our customers first, actively listen to our customers and put their needs at the forefront of everything we do.

I always remind myself and encourage my team to “think out of the box”, to be more creative in our approach and understand their evolving needs and preferences. This customer-centric approach is the core of our marketing initiatives and campaigns. Whether it's limited-time specialty items, unique partnerships, or immersive digital experiences, we strive to keep 7-Eleven top-of-mind and relevant to convenience.

Our ready-to-eat (RTE) product range has been enhanced to better cater to customers' active lifestyles. The new 7-SELECT Light Range features delicious, better-for-you choices with clear nutritional information. Through collaborations with influencers and targeted marketing campaigns, we're showcasing how these items can fuel wellness on-the-go. Also, we previously launched the "Coffee that Cares" initiative to celebrate Earth Day. It successfully increased brand awareness, drive customer engagement and boost sales by highlighting the good qualities and great taste of 7CAFÉ freshly brewed coffee with great value for money.

• Agility and adaptability are key in this fast-moving environment, and I empower my team to be nimble and responsive to changing market conditions and trends.

We continuously engage with our customer to identify new opportunities and evolve our digital development to respond to their changing needs. One successful initiative is the expansion of our “Collectible programme”.

Starting in 2004, 7-Eleven has collaborated with different licensed partners to offer exclusive products that excite our customers. To make these items more accessible, since 2020 we introduced the “Pre-order” platform, which quickly became a major success. Building on that momentum, we launched an upgraded “7-Eleven Pre-order Online Shop” this year.

This new online platform enhances convenience and ensures a superior shopping experience, with product launches every two weeks, including many exclusive pre-launch and limited-edition items – there is always something new for our customers to discover. The enhancements do not stop here. We will be launching a brand-new 7-Eleven app this year, so stay tuned for this exciting development!

MARKETING-INTERACTIVE: As a leader, how do you deal with it when your team member tells you the work is creating mental pressure and wellbeing issues?

As a leader, I actively listen to and understand their specific challenges. I create an open environment for two-way communication, where team members feel comfortable voicing their needs. Beyond just listening, I also take concrete steps to address their concerns. This may involve adjusting workloads, providing more mentoring support, or enhancing opportunities for social networking and team bonding. The goal is to collaboratively create a better, more sustainable workplace that caters to their overall well-being.

Importantly, I also make sure to express appreciation for their hard work and contributions. By acknowledging their efforts and showing empathy, I aim to foster a culture of care and trust within the team. This, in turn, empowers them to be more open about their struggles and work with me to find the right balance between productivity and wellness. I wish I could help cultivate a work environment that brings out the best in everyone.

MARKETING-INTERACTIVE: What keeps you going?

I'm deeply passionate about the retail industry, particularly the marketing and customer experience aspects. Seeing the positive reactions and delight from our customers when we exceed their expectations is what truly motivates me day in and day out. The opportunity to continuously innovate and evolve our offerings to better serve the needs of our customers is endlessly inspiring.

I'm invigorated by the fast-paced, dynamic nature of the retail landscape, and I relish the challenge of staying ahead of the competition through creative, customer-centric solutions. This innate passion for the business and the joy of making a tangible difference in our customers' lives is what keeps me going, even in the face of obstacles.

MARKETING-INTERACTIVE: How do you boost team members' morale when facing obstacles/challenges?

When my team is facing challenges or setbacks, I make it a priority to encourage and uplift one another. I foster an environment where we can openly discuss issues, provide mutual support, and work collaboratively to find solutions. Maintaining a positive, solutions-oriented mindset is crucial. We also have some casual drinks and celebrations when we achieve success, and come together as a team to recharge.

I try to keep the team motivated by reminding them of our shared goals and the valuable individual strengths and contributions that each team member brings to the table. By empowering my team, celebrating their wins, and approaching problems as opportunities for growth, I'm able to boost morale and drive the collective determination needed to overcome any obstacles.

MARKETING-INTERACTIVE: Anything else you would like to add

Above all, I care deeply about our collective efforts and the power of teamwork. I strive to cultivate a positive, open-minded culture where everyone feels valued, respected, and empowered to contribute to our shared success. I believe that by approaching challenges with a self-aware, constructive, and adaptable attitude, we can overcome any obstacles and continue pushing the boundaries of what's possible for 7-Eleven.

My unwavering commitment to the long-term growth and market leadership of our business, combined with a genuine passion for developing and empowering my team, is what drives me every single day. This commitment extends to incorporating ESG principles into every facet of our operations. As a marketer, I am particularly focused on embedding sustainable business practices into our marketing initiatives through innovative approaches.

This is vividly demonstrated in our "Grounds to Green" initiative which was launched in July this year, which not only promotes sustainability but has had a tangible positive impact—recycling coffee grounds to produce 4,000 kg of fresh organic produce annually, collaborating with 10 NGOs, and serving nutritious meals to over 10,000 beneficiaries, while also reducing greenhouse gas emissions by an estimated 19,256 kg. Also, our latest collaboration with Maxim’s group, expanding our ‘Grounds to Green’ initiative with the introduction of the new canned Coffee BOB, which made from upcycled 7CAFE coffee grounds, exemplifies our commitment to sustainability and further promoting a sustainable lifestyle to our customers.

I'm excited to continue evolving our customer experiences, expanding our footprint, and solidifying our position as the leading convenience brand in Hong Kong. With the right mindset and a collaborative, customer-centric approach, I'm confident that we can achieve remarkable things together.

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