7-Eleven
Turning 7-Eleven into a Global Gaming Network
ROLE
Lead Digital Strategist
SERVICES
• AR (Augmented Reality) Strategy
CREATIVE AGENCY
Deutsch LA
Lead Digital Strategist
SERVICES
• AR (Augmented Reality) Strategy
CREATIVE AGENCY
Deutsch LA
As the digital platform strategist for 7-Eleven, I was tasked to establish an AR strategy to drive in-store transactions.
Augmented reality opens up new communication and transaction channels, but far too often, we see brands use AR as a gimmick instead of creating an experience that offers real utility that goes beyond the novelty of it all.
My objective was to integrate AR deeply into 7-Eleven’s long-term strategy, transforming it from a mere novelty into a core element that propels the business forward across its entire ecosystem—from the 7Rewards App to collaborative brand promotions. This strategic implementation not only enhances customer engagement but also positions 7-Eleven’s AR strategy as potentially the longest-running in retail, driving sustained growth by leveraging AR’s full potential.
Augmented reality opens up new communication and transaction channels, but far too often, we see brands use AR as a gimmick instead of creating an experience that offers real utility that goes beyond the novelty of it all.
My objective was to integrate AR deeply into 7-Eleven’s long-term strategy, transforming it from a mere novelty into a core element that propels the business forward across its entire ecosystem—from the 7Rewards App to collaborative brand promotions. This strategic implementation not only enhances customer engagement but also positions 7-Eleven’s AR strategy as potentially the longest-running in retail, driving sustained growth by leveraging AR’s full potential.
APPROACH
AR is really good at surprising people with new challenges, gamifying the world around us, and unlocking new experiences.
Our strategy focused on making it radically useful for both 7-Eleven and its customers. We leveraged AR to accelerate the growth of 7-Eleven's Rewards App, targeting young, value-conscious users who indexed highly on gaming.
By creating engaging AR experiences that drive store visits without disrupting in-store efficiency, we aligned technological innovation with 7-Eleven's business goals and customer needs.
Our strategy focused on making it radically useful for both 7-Eleven and its customers. We leveraged AR to accelerate the growth of 7-Eleven's Rewards App, targeting young, value-conscious users who indexed highly on gaming.
By creating engaging AR experiences that drive store visits without disrupting in-store efficiency, we aligned technological innovation with 7-Eleven's business goals and customer needs.
RESULT
— Developed a comprehensive AR strategy for 7-Eleven, transforming the world's largest convenience store chain into a global gaming network by leveraging its extensive network of 8,300+ U.S. locations.
— Engineered a strategic AR framework that seamlessly integrated with the 7Rewards Program, resulting in increased repeated app usage and bonus point redemptions.
— Conducted data analysis of 7-Eleven's transaction data, uncovering a high gaming affinity among customers, which informed the strategic direction of the AR initiative.
— Established a long-term partnership framework with major entertainment brands like Nintendo, Disney, and Marvel, enabling 7-Eleven to launch successful AR campaigns driving store traffic.
— Designed an AR-driven reward system that increased average basket size and drove uptick in high-margin product sales through targeted, gamified promotions.
— Created a new data collection channel through AR interactions, gathering valuable user behavior insights and enabling rapid iteration and improvement of the AR experience.
— Engineered a strategic AR framework that seamlessly integrated with the 7Rewards Program, resulting in increased repeated app usage and bonus point redemptions.
— Conducted data analysis of 7-Eleven's transaction data, uncovering a high gaming affinity among customers, which informed the strategic direction of the AR initiative.
— Established a long-term partnership framework with major entertainment brands like Nintendo, Disney, and Marvel, enabling 7-Eleven to launch successful AR campaigns driving store traffic.
— Designed an AR-driven reward system that increased average basket size and drove uptick in high-margin product sales through targeted, gamified promotions.
— Created a new data collection channel through AR interactions, gathering valuable user behavior insights and enabling rapid iteration and improvement of the AR experience.
