7-Eleven Boosts In-Store Digital Offerings With Evolution

Need to Know

• 7-Eleven is expanding its ‘Evolution’ store concept to several new markets including San Diego and Washington, D.C.
• The Evolution store “bring[s] outstanding innovation to life through new food and beverage platforms as well as through digital experiences.”
• The new store concept was first piloted in Dallas last March, and 7-Eleven saw great success so decided to roll it out to new markets. Concepts that resonated with customers were then refined and expanded on for these new locations.
• Among many features, the Evolution stores allow for mobile checkout via 7-Eleven’s app; integration with the 7NOW Delivery App; national brand electronics sold via a secure kiosk; and several new food and beverage innovations

Analysis

7-Eleven is bringing convenience to the next step by rolling out its Evolutions tore concept to new markets around the US. Two new stores are being opened in Washington, D.C. and San Diego, and the rollout will continue through 2020.

The new store concept was first piloted in Dallas in March 2019, where 7-Eleven wanted to understand what its customers wanted out of the chain. Consumer feedback is a huge part of launching these new concepts, and 7-Eleven will continually look to engage with customers and source feedback.

“These new stores are invaluable learning labs, where new concepts are tailored to meet the needs of the communities they will serve from sunny southern California to the fast-paced world of the East Coast,” said 7-Eleven EVP and COO Chris Tanco. “We will continue to evolve based on customer feedback and we look forward to creating the next generation of convenience together.”

In terms of digital integration, 7-Eleven Evolution stores offer customers the ability to check out through the chain’s app and skip the counter. Companies including Amazon and Marks & Spencer have been experimenting with scan-and-go options to great success already.

In fact, 7-Eleven has been researching getting rid of cashiers altogether. Earlier this month, news broke that the convenience store created a cashier-less pilot store in its Texas headquarters. While it’s unlike that concept sees a wide rollout in the next year or two, the research 7-Eleven is conducting there is offering deep insights into how customers will react to and use options that allow them to skip the checkout counter.

The new Evolution stores also integrate with the 7NOW delivery service, which allows customers to order items and have them delivered to their doorstep. Both this service and the skip-the-line option integrate with 7-Eleven’s loyalty program.

“7-Eleven’s mission is to give convenience customers what they want, when and where they want it,” said 7-Eleven president and CEO Joe DePinto. “Our evolution stores bring outstanding innovation to life through new food and beverage platforms as well as through digital experiences.”

Beyond digital offerings, the Evolution stores also feature a Laredo Taco Company location in-store, made-to-order specialty drinks, a cold treats bar, and a self-serve secure electronics kiosk.