Dive Brief:
- 7-Eleven is giving loyalty members the chance to win $5,000 in cash every day through the rest of the year, the company announced on Wednesday.
- Rewards members can earn up to 10 entries per day by scanning their loyalty app during transactions in store or at the pump, getting products delivered via the 7NOW delivery app or purchasing select products. 7-Eleven will pick one customer per day to win the $5,000.
- 7-Eleven’s latest promotion is a unique approach to capturing new rewards members as convenience retailers continue to trail other industries when it comes to loyalty participation.
Dive Insight:
While c-store customers typically like rewards programs once they’re enrolled, the industry continues to lag other sectors in getting people signed up. According to Paytronix’s 2024 Loyalty Trends Report, the highest-performing QSRs sign up an average of 110 new loyalty members per store each month, while leading c-store retailers only add an average of 36 new members per location each month.
7-Eleven’s new loyalty push aims to address this challenge by giving customers a reason not only to join the 7Rewards, but also to visit the store regularly. Offering rewards members the chance to win thousands in cash every day this year is a brand-new approach for the convenience retailer, Marissa Jarratt, executive vice president, chief marketing and sustainability officer at 7-Eleven, said in the announcement.
"Unlike a traditional sweepstakes that has a few grand prize winners, we're spreading the winnings and giving out $5,000 to one lucky customer per day, every day, for the whole year,” Jarratt said.
When loyalty members purchase gas or in-store products, they’ll earn a “gameplay” in the contest for that day. Members can earn extra gameplays — increasing their chances of winning — by buying Red Bull, Celsius C4 Energy, Big Gulp or Slurpee beverages; Nerds candy; or any of 7-Eleven’s proprietary food, coffee and center-store products. Members who don’t visit the store on a given day can also earn one free daily entry online.
