7-Eleven was preparing to roll out a new loyalty program and looking to reconnect with its’ customers across digital touchpoints, encompassing a redesign of its web properties (desktop and mobile) as well as their mobile app. They realized they needed a partner with deep design, usability, and mobile loyalty experience, as well as the experience and ability to accelerate change. 

ONE OF THE LARGEST LOYALTY PROGRAMS IN RETAIL

287% GROWTH IN 2 YEARS

OVER 25 MILLION MEMBERS

Headquartered in North Texas, 7-Eleven is the largest brand in the convenience-retail industry, with more than 70,000 stores in 17 countries. The brand is synonymous with convenience and is known worldwide for its commitment to product innovation. 7-Eleven continues to lead the industry in technical innovation via its highly successful rewards program, bill pay app and on-demand ordering options for customers. 

THE CHALLENGE

On the verge of launching a new loyalty program for its customers, 7-Eleven needed to find a way to put their loyalty program directly in the hands of the brand’s most loyal customers. The company knew a mobile-first approach would best serve its customers and needed to ensure that the experience was seamless for both its U.S. and Canadian customers.  

OUR APPROACH

We began with a discovery session that revealed 7-Eleven’s business and customer needs, which resulted in a roadmap showing the plan for the length of the engagement. Then, to ensure strategic alignment, the Bottle Rocket team of strategists, project managers, and designers joined forces with 7-Eleven’s app, web, marketing, and retail teams multiple times a week to work together and update one another on progress.  
 
The next step was to connect with international teams to align the look-and-feel of both Canada’s 7-Eleven web experience with the U.S. web and app experiences. Each country required something different, Canada’s experience needed to integrate the new loyalty program on the backend with only a slight redesign, while the U.S. underwent a complete redesign. 

The redesign encompassed CMS architecture and assets, including images and other web resources, all copy for the web and app experience, such as descriptions of food and retail products, and loyalty integration. Some aspects of the loyalty program were still being finalized at the time redesign began, the team defined a plan to overcome the challenges this could create. For instance, users would still be engaging with the loyalty program in several ways via web and mobile during the redesign, so changes to the program would impact some functions, layout, and descriptions. Our history of using iterative processes and close collaboration with 7-Eleven teams helped us adhere to the roadmap during these times of unpredictable change. 
 
Bottle Rocket successfully redesigned 7-Eleven’s full array of digital experiences with mobile loyalty in mind, laying the groundwork for user-focused, fully ADA-complaint experiences for 7-Eleven customers in both the U.S. and Canada.
 
Additionally, Bottle Rocket provided additional marketing support to 7-Eleven leadership in order to acquaint franchisee owners on the new look-and-feel of their web and app experiences for the 7-Eleven Experience franchise convention. As trusted advisors and teammates, some of our Rocketeers helped present the redesign and explained how users can engage with the loyalty program through these new experiences. 

The Bottle Rocket team proved themselves to be trusted advisors throughout the process, not just developers. In the end, we were successfully able to bridge the company’s goals and results with a focus on customer needs and expectations, as true partners and members of the 7-Eleven team. We elevated their design to a level worthy of the 7-Eleven brand through our strategic thought leadership, efficient project management process, user-focused design, and, in this case, expertise in strategizing for franchise model organizations.  
 
Source: https://corp.7-eleven.com/corp-press-releases/12-12-2019-7rewards-loyalty-program-crosses-25-million-member-mark 

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