7-Eleven Tests Mobile Text Promotion

7-Eleven last month conducted a mobile marketing test at approximately 200 stores in San Diego. Consumers who texted "fast" (or, "rapido," the Spanish translation) to a promotional number received a coupon for a free Slurpee, Big Gulp or coffee. The coupons contained UPCs that were scanned or entered at checkout. GMR Marketing, Berlin, WI, handled.The test was promoted through both general and Hispanic-targeted radio, as well as outdoor and mobile ads. Participating stores carried bilingual P-O-P materials."Our marketing programs try to reach [consumers] where they are, by radio and outdoors, when they're in the car, at movies and sporting events, or online at Facebook, Twitter and slurpee.com," Rita Bargerhuff, 7-Eleven's chief marketing officer, said in a press release. "Mobile marketing is the next step to reach our target customers: the millennials who don't go anywhere without their phones."Despite media reports to the contrary, the retailer has not extended or expanded the mobile-couponing trial, according to spokesperson Margaret Chabris, but instead is undertaking "a complete analysis" before deciding its next step. "We thought the results were positive," she noted. "Customers responded and stores accepted the coupons appropriately."7-Eleven, however, continues to use text-messaging as part of its "Slurpee Nation" online rewards program. (See "7-Eleven Rocks the Slurpee Nation" in Related Articles.) Registered members text-message codes from Slurpee cups or submit them online to earn their points. Translite posters on Slurpee machines support. (See Image at right.)Among other recent promotions, the chain: is teaming with Mars Inc. to offer 50 cents off a Snickers bar with purchase of a Big Gulp. Fountain translite signs promote the offer. (See Image at right.) introduced Breakfast Burrito Rollers to the grill menu with a "two for $2" offer. Window posters and online ads support. reprised its annual New Year's offer of a free coffee (or other hot beverage) from midnight to 6 a.m. on Jan. 1 at participating stores. Counter signs supported.In other marketing news, 7-Eleven chief executive officer Joseph DePinto will be featured in an episode of the new CBS reality series Undercover Boss, which will chronicle the experiences of high-level executives as they mingle anonymously with the "rank and file" employees of their companies. The series premieres Feb. 7.Merchandising7-Eleven this month will receive the 2009 "Retailer Chief Award for Merchandising Excellence" from Point of Purchase Advertising International at the association's annual conference in Miami Beach, FL. The chain is a leading supporter of POPAI's Marketing at Retail Initiative, which has been seeking to create a method for measuring shopper engagement. (See "POPAI Releases Initial MARI Findings" in Related Articles.)"7-Eleven not only pushes for policies and practices that help elevate the industry, but they also work on a daily basis to ensure that they are meeting and exceeding the needs of the consumer as well," POPAI president Richard Winter said in a press release announcing the award.The release also praised 7-Eleven's "marketing at retail technologies," such as the aforementioned mobile test and its plans to install a digital TV network chain-wide. (See "7-Eleven TV to Target ... " in Related Articles.)Elsewhere, Lifeway Foods last month said that its Kefir dairy products would be available in 275 Chicago-area stores.Store Growth7-Eleven, Dallas, operates 6,380 corporate-owned and franchised stores in the U.S.In December, 7-Eleven acquired New England Pantry and its 58 Boston-area White Hen Pantry stores from affiliates of Sanders Morris Harris Group Inc. The stores will be rebranded as 7-Eleven. White Hen Pantry ceo Andy Brothers was added to 7-Eleven's management team. 7-Eleven now has 176 stores in the Boston area, making it the chain's 12th largest market, according to Chabris.Elsewhere, 7-Eleven plans to add approximately 15 stores in Washington's Puget Sound market and more than 50 stores in Northern California by the end of 2011, according to company reports.

P2PI MEMBERS

JOIN P2PI

You May Also Like

7-Eleven Leverages Pac-Man's Popularity

Target Launches Drive Up With Starbucks Nationwide