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7-Eleven gives football fandom an AR boost

Written by RetailWire Staff

Source: 7-Eleven

Football fans stocking up on gameday Slurpees and snacks from 7-Eleven might find themselves getting sidetracked in-store thanks to a new seasonal addition to the 7-Eleven mobile app. 

The convenience store chain's AR experience includes football-related features and activities for customers while they shop, according to Convenience Store Decisions. 7-Eleven will add more features throughout the season.

The addition of the AR experience to the 7-Eleven app is part of a promotion that includes stadium-style souvenir cups and helmet straws. The promotion is appearing in select markets that include 13 major U.S. cities. 

While it's not clear the extent to which AR experiences push in-store conversions or increase dwell time, the chain's willingness to test out a second AR experience this year may point to success with the model earlier this year.

In April, 7-Eleven launched an AR experience pegged to the release of the second Deadpool movie. The smartphone app allowed in-store users to view the irreverent comic book character on which the film is based leading them through a range of activities. 

Maintaining sustained interest from football fans, however, could pose a different set of challenges from a successful campaign based on a movie launch, which generates short-term, immediate interest and excitement.

But the statistics are on the side of 7-Eleven in terms of total app usage. While for years retail app adoption was slow, recent studies indicate that customers are beginning to install and utilize apps to engage with individual merchants.

7-Eleven has begun to pilot a range of technological improvements to its stores in recent years. Last year, the company began tests of app features that allow for mobile ordering, pickup and delivery.

The technological upgrades come at a time when the Japan-owned chain is undergoing a U.S. expansion, having recently acquired more than 1,000 former Sunoco locations across 17 states.

But there has been controversy within the chain as well. An unpopular new franchise agreement set to go into effect in 2019 demands that franchisees pay a $50,000 re-signing fee alongside other stipulations.

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