Omni Channel Convenience: 7-11 Now Delivers to Public Places

On June 24th, 7-Eleven updated their app and launched a delivery service that will deliver a Slurpee or just about anything the convenience chain carries to public places ranging from parks to beaches.  More than 2,000 7-Eleven “hot spots” called 7NOW Pins including New York’s Central Park and Venice Beach in Los Angeles have recently been activated. The proprietary technology allows customers to order the delivery service to public locations that may not have traditional addresses. Customers need to download 7-Eleven’s 7NOW app and select “Show 7NOW Pins” to find a hot spot close by. The world’s largest convenience retailer is enabling customers to receive delivery where it’s convenient for them.
7-Eleven believes it will eventually be able to deliver to 200,000 hot spot locations, said Gurmeet Singh, the company’s chief digital information and marketing officer.
Domino’s actually launched a similar service last year, delivering pizzas and more to over 200,000 public locations, some without for formal addresses.
The new service comes in response to customer interest. The new  7-Eleven delivery service is the latest move in boosting convenience for its shoppers who are shifting more of their buying to online options. In 2018, the chain rolled out an app-based delivery service to shoppers’ homes in 28 major metropolitan markets including Chicago, Los Angeles and St. Louis. . When it was launching that service, it found customers were asking to have items directly delivered to public places, like parks, or seeking delivery when they’re stuck at the beach and need a water or a phone charger, Singh said.7-Eleven began delivering to homes in 2018 and frequently received delivery requests to places away from home where getting a bottle of water may be more tricky
“We’ve been on this journey to redefine convenience,” said Singh. “This makes it easy for people to stay in the moment.”  It will be some time before 7-Eleven know how how successful public delivery will be. Some analysts think it’s a great idea on paper, but the logistics in real life are pretty complicated in the real world.
There’s no minimum order required for a delivery from 7-Eleven, to home or hot spot. The chain charges a flat delivery fee of $3.99. For orders under $15, customers are charged an extra $1.99. For all orders, 7-Eleven promises average wait time of 30 minutes.
“Our mission is to redefine convenience by becoming a customer obsessed, digitally enabled company,” said Gurmeet Singh, 7‑Eleven chief digital, information and marketing officer. “7NOW Pins makes convenience more convenient, by keeping customers in the moment, whether at a game, in the park or enjoying the sun on the beach. Our customers asked for it and we are delivering!”
The company said no minimum order is required. The same charge applies to both home and public-space delivery services, a flat fee of $3.99. And for orders under $15, customers pay an extra $1.99. For all orders, it promises average wait time of 30 minutes. For both services, the orders are fulfilled from its 9,100 stores.
For the delivery service to public hot spots, 7-Eleven will be using Postmates. For the delivery service to customers’ homes, it uses DoorDash in addition to Postmates.
With more locations than any other convenience retailer in the world, 7‑Eleven has a corner on convenient, in-store shopping. As it undergoes a significant business transformation enabled by digital and technology, the retailer continues to look for ways to expand and enhance the company’s shopping footprint – and consumers’ digital shopping experience – outside its stores as well. The 7NOW delivery app is one of several new services implemented by the 7‑Eleven digital team as part of a companywide commitment to give value and delight for every customer experience, in and out of the store.
7‑Eleven operates, franchises and/or licenses more than 68,000 stores in 17 countries, including 11,800 in North America.
These days busy customers have come to expect omni channel purchase and ordering options. Is your commpany reaay?
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