In this article:
- 7-Eleven launches app-based delivery service for $5.95 a month
- The brand offers free trial and promises ”additional benefits” to repeat customers
- Should brands invest more in customer loyalty and subscription-based services?
Now 7-Eleven customers can use the app to not just order food but get it delivered for free for just $5.95 a month. This loyalty incentive also delivers additional loyalty points.
The convenience store gets even more convenient with an option for free delivery.
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The idea that a convenience store is a place you go to in-person to pick up a cup of coffee and a snack is so last decade. Now using an app to order your to-go order delivered – at no extra charge – is what defines convenience.
Accordingly, 7-Eleven has just rolled out its 7NOW Gold Pass™ subscription delivery service. Customers who use it can get over 3,000 products delivered for just $5.95 a month. The delivery time is estimated at about half an hour, but customers will know exactly when to expect their orders thanks to real-time tracking.
To sweeten the deal further and incentivize larger orders, 7-Eleven promises ”additional benefits” for those whose purchase amounts to at least $10. They would get to pick a free item like a small Slurpee® as an added bonus. On top of that, members of the 7Rewards® loyalty program will be awarded double rewards on delivery orders coming through the 7NOW Gold Pass service.
Like Amazon, 7-Eleven knows that even seemingly great subscription deals sometimes need to win customers over with a free trial. That’s why it’s rolling out to app users for free for the first 14 days to get customers used to enjoy the convenience of free delivery to the point at which they consider it worth the monthly charge.
Loyalty and what lies beneath
By offering a subscription-based free-delivery 7-Eleven might be a pioneer in the convenience store space but repeat business is a concept as old as time. So what’s the big deal? Brands’ realization that retention, rather than acquisition, is the name of the game, is fairly new, and actually acting on that understanding is rarer than you’d expect.
Slowly but surely, it’s happening. An increasing number of brands across verticals (e.g. Taco Bell) understand loyalty and subscription plans are the best way to get consumers to return. 7-Eleven are quick to react to the smell of that coffee, and they deliver it too.