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7-Eleven leverages app to deliver exclusive offers all summer

May 24, 2013

Convenience store chain 7-Eleven is putting a mobile application at the center of a summer-themed promotion, providing users an opportunity to access exclusive coupons and offers.

The #Awesummer promotion includes special Slurpee days when the frozen drink costs just $0.49 and new Slurpee flavors. Additionally, starting Memorial Day weekend and continuing through Labor Day, exclusive coupons for free Slurpee drinks and free Snickers Ice Cream Bars as well as other special offers will appear on the 7-Eleven app.

“#Awesummer is about making the 7-Eleven experience ‘awesummer’ by providing value along with exclusive products all summer long,” said Danielle Ivey, senior manager of digital marketing at 7-Eleven, Dallas.

“The 7-Eleven app allows the guest to find their closest location quickly, check upcoming events at the store like .49 Slurpee weekend (Friday-Monday) and provide 7-Eleven guests exclusive coupons every week,” she said. “Find a store fast, get an exclusive coupon like FREE products = #Awesummer.

“7-Eleven is very excited at the fast growth of app downloads and great guest engagement in the app with the ‘App Feedback’ feature. Mobile coupons are definitely popular so the benefit of 7-Eleven is we can reward guests with a variety of offers 7 days a week and immediately see results.”

Key partnerships
For the .49 Slurpee Weekend, 7-Eleven has partnered with Waze for an on-the-go solution, The Weather Channel to watch for sunny days and Pandora for the road trip playlist.

The chain expects to offer more than 30 coupons for free merchandise plus additional value offers throughout the summer. Free products will be available at participating stores while supplies last.

The offers will be promoted with signs in stores encouraging customers to texting APP to 711711 to get a link to download the app.

Customers can also receive twice-a-month text notifications of special offers by texting DEALS to 711711.

The  #Awesummer Summer Slurpee Days promotion gets underway Memorial Day weekend. From May 24 to 27 any medium Slurpee drink will be just 49 cents.

Convenient solutions
The convenience store chain will be offering several featured summer flavors as part of the promotion. Between May 18 and June 23, the featured Slurpee flavors will be Lite Sugar Free Sprite and Fanta Oddball Orange.

From June 24 to Sept. 3, the flavors will be Lite Sugar Free Fanta Mango Lemonade and Fanta Strawberry Lemonshade flavor

All the featured summer flavors were created by The Coca-Cola Company in coordination with its brands, Sprite and Fanta.

“What is more convenient than mobile,” Ms. Ivey said. “7-Eleven guests are constantly on the go and 7-Eleven serves our guests’ needs by being the convenient solution to their busy lives.

“With 7-Eleven’s store growth, it’s important to provide guests an easy-to-use experience in finding a store fast, have a day part and geo-specific strategy to meet the ever-changing needs of the day,” she said.

Final Take
Chantal Tode is associate editor on Mobile Commerce Daily, New York

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