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7-Eleven boosts the customer experience with menu boards

Convenience stores typically have a transient customer that strives to be in and out as quickly as possible. In order to maximize sales, they need to have an effective advertising strategy to deliver information quickly and effectively. 7-Eleven did this by deploying digital menu boards.

7-Eleven boosts the customer experience with menu boardsImage via 7-Eleven


| by Bradley Cooper — Editor, ATM Marketplace

Convenience stores typically have a very transient consumer who is aiming to be in and out of the store as quickly as possible. In order to maximize sales, they need to have an effective advertising strategy to deliver information quickly and effectively to guests. 7-Eleven did this by deploying digital menu boards to directly draw in customers.

The convenience store franchise has 56,600 stores worldwide, selling 20 million pizzas and 60 million hot dogs annually, according to Amanda Mompalo de Piro, marketing director for Reitan Convenience, the 7-Eleven licensee in Sweden.

"If you would put all bananas sold in a row you would reach all the way from Dallas to New Delhi," Piro said in an interview.

When the Swedish arm of 7-Eleven was looking for digital menu boards, it turned to Visual Art, a digital signage provider.

Visual Art integrates its software into Samsung's Tizen player to deliver dayparting to 7-Eleven's menu boards. The chain can use nine dayparts based on time of day and weather to meet customers' needs.

7-Eleven is currently running a "pizza take over," campaign, Piro said. This campaign dominates the entire length of the menu board with animations of pizza flying across the screens to get customers hungry.

The stores are also using single displays throughout the stores to help guide the customer's journey to the point-of-sale.

"Each campaign shall drive sales but depending on product and offer, 7-Eleven can reach customers in different ways through communication. These signs shall get the customer to take the purchase decision by the shelves," Piro said.

Since deploying the menu boards, 7-Eleven has seen an uptick in advertising campaign effectiveness. Customers have also reported shorter perceived wait time and food freshness as well, Piro said.

The convenience store franchise is open to using other technologies in stores, as long as they contribute to the bottom line of customer experience, Piro said.

"One factor that will keep influencing us in the future is how well we respond to digitalization as an accelerator of change. We are continuously working on new innovations and think that digital solutions should focus on adding customer value," Piro said.

7-Eleven also plans to continue using more traditional advertising methods in tandem with digital signage.

"In in the end, it's not about digital or analog," Piro said. "It's about the combination of the two of them and most importantly an active choice of media channel that are influencing the customers."

Images via Visual Art.



Bradley Cooper

Bradley Cooper is the editor of ATM Marketplace and was previously the editor of Digital Signage Today. His background is in information technology, advertising, and writing.

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