The convenience store giant, which initially launched its app in Dallas-area stores in late 2017 and began expanding it to other markets in August 2018, has updated a number of app features aimed at improving the user experience — both in and out of the store.
"It was paramount that we focused our efforts towards simplifying the core technical components of the customer experience in the app — including purchasing, payment and rewards," said Ranga Mohan, VP of engineering at 7-Eleven. "By improving these elements we've allowed the customer to have even more of a frictionless checkout experience regardless of where they're shopping with us — in-store or at home via 7Now Delivery."
Upgrades to the refreshed 7-Eleven app user experience include:
Simplified login and registration designed to make access easier.
Improved in-app shopping and delivery experience enabling customers to browse through a catalog of items and make their selection with a few taps.
New discovery experience including streamlined access to fuel loyalty, car wash experiences, and more.
Onboarding and homepage improvements designed to ease navigation.
Centralized exclusive deals, discounts and rewards for loyalty members.
New design aesthetic and animations covering more 500 screens across the app end to end.
"The heart of our digital connection with the customer is through the 7-Eleven app – it's a key driver that allows us to give our customers the convenience they want anytime, anywhere," said Yaqub Baiani, VP of product management at 7-Eleven. "We're focused on making our customers' shopping experiences easier, quicker, and more personalized – both in and out of our stores."
7-Eleven adds functionality to app
Since initially releasing its in 2017, 7-Eleven has rolled out some new features and functions. These include a mobile subscription delivery service, called 7Now Gold Pass, introduced through the app in 2022. For $5.95 a month and no added delivery fee, customers can receive unlimited deliveries, typically in about 30 minutes.
In 2019, the retailer began offering 7Now Pins, on-demand delivery technology that allows users to order products via mobile pins to locales such parks, beaches, sports fields, and entertainment venues; as well as 7Voice, which enables customers to place a mobile voice order via the Google Home and Amazon Echo systems.
Based in Irving, Texas, 7-Eleven operates, franchises and/or licenses more than 13,000 stores in the U.S. and Canada. In addition to 7-Eleven® stores, 7-Eleven Inc. operates and franchises Speedway, Stripes, Laredo Taco Company and Raise the RoostChicken and Biscuits locations.