7-Eleven redesigns its app to improve customer experience

Dan Berthiaume
Senior Editor, Technology
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7-Eleven app user
7-Eleven is expanding its app functionality.

7-Eleven has given its mobile app an overhaul.

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.