Data Pulse #711
7-11 seized an opportunity to use the existing technology that most of its shoppers already had in their hands as they entered the store, and it did it from a standing start using AGILE methodology like a baby learning to CRAWL, WALK, RUN
7-11 can now push real-time, rules-driven offers to customers through the 7-11 app.
The decision was made to launch a mobile app in efforts to deliver what the customer wants, when they want it, where they want it. Offers take account of rich data about the customer, both live and historic:
Real-time transactional: current basket, comms received, channel, geofencing
Real-time contextual: location, location temperature, time of day.
Historic modelling: transaction data, profile data, modelling scores.
Insights gained from feedback to offers over time is incorporated into business rules in a process of continuous refinement.
So, for example, on a cold morning, 7-Eleven might push hot drinks offers. At midday, some customers might receive offers for packaged lunches while others receive promotions on fresh foods. In the evening, lifestyle insights might be used to determine that some customers might be tempted by pizza and a DVD rental.
To build this capability, 7-Eleven is implementing a Crawl, Walk, Run process: essentially an AGILE approach to building a customer and data-led convenience store customer experience
- Crawl: build the customer database, launch mobile app, introduce offers.
- Walk: integrate self-reported data into profiles, feed segmentation and modeling into communication strategies, increase volume of membership, transactions and offers.
- Run: launch programmatic loyalty (moving from offers to earned rewards), incorporate unstructured social/web data, advanced analytics, customer engagement.
The app also features an Idea Hub, where engaged customers can offer suggestions for ways 7-Eleven might improve stores, the app, or any other part of its offer.