7-ELEVEN
Shaping the future of convenience.
Research Oversight
Experience Vision
Innovation Strategy
THE BRIEF
7-Eleven engaged our team to identify new ways to future-proof its value proposition and deepen loyalty program engagement among their core demographic of lower-income customers who rely on 7-Eleven as an essential part of their daily routines.
PROBLEM
7-Eleven is losing customers across income levels to delivery services and emerging convenience competitors who are aggressively competing on price and expanding product selection.
INSIGHT
Japan's 7-Eleven stores demonstrate that the format can be much more than commerce. They're essential community hubs that empower and delight customers by providing access to essential goods and services
DIFFERENCE
7-Eleven's true strength lies in curation. They anticipate and deliver exactly what customers need, where they need it, when they need it.
EXPERIENCE VISION
Convenience that creates community.
Redefining convenience for modern America through expertly curated goods and services that empower and delight our communities every day.
UNPACKING THE VISION
EMPOWER
7-Eleven has long served as a financial lifeline for cash-dependent customers, offering innovative ways to save money and pay bills. Through our research, I identified strategic opportunities to deepen this commitment by uncovering new ways 7-Eleven could support and empower its loyal, lower-income customer base
DELIGHT
7-Eleven has always been a destination for refreshing snacks and drinks across all income levels. I worked with our creative and technology teams to explore how we could amplify this accessible delight by leveraging technology and extending the experience beyond the store's four walls.
SAMPLE CREATIVE
Concepts.
Below is a selection of concepts I helped develop in collaboration with our creative and technology teams for testing with 7-Eleven's target audiences.
7-ELEVEN BANKED
While most people don't realize it,
7-Eleven operates one of America's most successful digital wallets—38% of all transactions now happen through the app. To build on this, I shaped the strategy for a mobile banking concept designed for the underbanked: a platform based on cash deposits that builds credit, cultivates healthy financial habits, and deepens loyalty to 7-Eleven—all in one experience.
"For the past decade, 7-Eleven has been a destination for the underbanked customer."
Vice president of innovation, 7-Eleven
7-ELEVEN TRENDING MACHINES
This concept reimagined vending machines—both where they're placed and what they offer. These 'trending machines' would leverage 7-Eleven's curation expertise to deliver highly relevant, exciting selections of daily essentials.
7-ELEVEN TREND TRUCK
This concept took the 'trending now' idea even further with a mobile 7-Eleven experience that popped up in different neighborhoods. With expanded space for merchandise, the 'trend truck' would offer the latest products—from viral social media items to exciting new drinks and snacks. Customers could track the truck's location or request it in their area through social voting.
7-ELEVEN CASH YOUR ROUTE
While 7-Eleven already partners with delivery services, our research revealed an opportunity to integrate the gig economy into the loyalty experience—enabling community members to earn rewards by delivering for their neighbors.