7-Eleven redesigns its mobile app

Dive Brief:

7-Eleven has redesigned its mobile app, according to a Thursday announcement from the company.
The refreshed mobile app features several upgrades aimed at improving the user experience for both shoppers and 7-Eleven employees, including an updated login page and centralized rewards.
Refreshing mobile apps has become one of the hottest trends around the c-store industry in recent months. Several other major and mid-size operators have also done so as a means to boost their loyalty programs and better serve their customers.

Dive Insight:

Besides the simplified login page and rewards being placed front and center, 7-Eleven’s mobile app now features an improved shopping and delivery experience; a new “discovery experience,” which offers quick access to fuel loyalty, car wash perks; onboarding and homepage updates; and an enhanced user interface.

Yaqub Baiani, vice president of product Management for 7-Eleven, said the company remains focused on making its shopping experiences easier, quicker and more personalized.

"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, 7-Eleven’s vice president of engineering. "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."

7-Eleven’s refreshed mobile app is available for both iOS and Android. It can be downloaded from the App Store or Google Play, or by visiting 7Rewards.com.

Irving, Texas-based 7-Eleven joins a growing list of convenience retailers that have relaunched their mobile apps this year, including Casey’s General Stores, Kum & Go, Nouria Energy, GPM Investments and Parker’s.

7-Eleven operates, franchises and/or licenses more than 13,000 stores in the U.S. and Canada. The retailer also operates and c-store and QSR franchises like Speedway, Stripes, Laredo Taco Company and Raise the Roost Chicken and Biscuits.