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Mobile Minute: 7-Eleven Day Drives 230% Week-Over-Week Growth in Mobile Downloads in 24 Hrs

Lexi Sydow

Convenience store chain proves flash promotions and mobile customer loyalty programs can pay off with consumers.

What’s Happening: 

Each year, global convenience store chain 7-Eleven hosts its corporate birthday celebration, 7-Eleven Day on July 11 — a day made famous for its free slurpees. Beyond icy beverages this summer, 7-Eleven revamped their mobile app user interface and placed a heavy emphasis on mobile marketing to expand growth around their 24-hour promotional day. In addition to free slurpees, the store doubled down on mobile to offer its 7-Eleven, Inc. mobile app users additional mobile-only coupons, savings and giveaways. And their efforts paid off — by investing more on mobile than ever before for this promotion, 7-Eleven saw strong growth in consumer demand. 

Why It Matters: 

In the convenience store industry, it can be challenging to maintain loyalty as purchasing decisions are often made in a spur-of-the-moment and fast, on-the-go nature. 

However, this year, 7-Eleven was able to make a major splash through their mobile app during its 7-Eleven Day. Increasing the amount of promotions and resources dedicated to mobile led to a 170% year-over-year and 230% week-over-week growth in app downloads during the week containing 7-Eleven Day – emphasizing the success of doubling down on mobile-focused promotions. 

Go Deeper: 

The value of convenience stores is largely through accessibility and availability, which also extends to the key elements of success for these retailers in mobile. Consumers demand an experience that has a seamless interface and helps unlock clear value that slots into the on-the-go nature of their lives. 

For a deeper dive on the state of food and Quick Service Restaurants (QSR) on mobile, download our latest analysis: 

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This post is the latest in a Mobile Minute series that features App Annie’s perspective on how mobile is impacting current events and consumer trends. Check in weekly for our take on the latest news cycles and how mobile transformation is shaping industries around the world.

July 25, 2019

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