7-Eleven: 7-Rewards GTM

At the beginning of 2018, 7-Eleven began to transition their rewards program to a new set of value propositions while also rolling out a new mobile app. The GTM task was straight-forward: how can 7-Eleven’s rewards program stand out among the sea of competitors that have established reward & loyalty programs? Through conducting positioning work, the key insight was that 7RP provides the most points per consumer dollar spent, along with having the lowest redemption threshold relative to Dunkin Donuts, Starbucks, and Speedway. In terms of reward points, 7-Eleven has an edge with providing instant gratification to its customers. Leaning on these insights, the creative platform that was established was getting “Rewards Rich Quick.” By supporting the 7RP launch with ancillary messaging around the Million Points Giveaway and basic understanding of 7RP point values, the implemented messaging hierarchy enabled various narratives to live while still cohesively rolling up into the theme, “Get Rewards Rich Quick” After about 8 weeks, 868k new members were registered with 93% visiting 7-Eleven stores to scan for the first time. On top of that, 41% of newly acquired members also scanned 3+ times within this time frame, which reflects the threshold identified for a user to become an active user. :15 commerical: https://www.youtube.com/watch?v=3pJn2Xwi4vE :30 data visuals: https://www.youtube.com/watch?v=RipAbnjOm-4