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Convenience Store Industry Case Study

Convenient store giant, 7-Eleven, leverages SupplyLogic to develop national and local store marketing campaign program

Convenient store giant, 7-Eleven, leverages SupplyLogic to
develop national and local store marketing campaign program

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Challenge

Convenience store giant gives their 10,000 franchisees hyper-targeted, brand-compliant, and customizable local store marketing with help the of SupplyLogic. 7-Eleven did not have a nationally coordinated program. The 10,000 franchisees were either not doing any targeted marketing or working individually with local suppliers to produce the unique marketing materials needed to drive business within their communities. They were spending significant time and money to create materials that didn’t always align with the corporate quality standards, messaging, or branding guidelines.

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Solution

7-Eleven partnered with their franchisees and the SupplyLogic team to develop a range of targeted and compliant local marketing materials. SupplyLogic’s proprietary technology was implemented to allow the franchisees to customize the materials, targeting the message by location based on individual store and trade area dynamics. The platform is fully integrated with 7-Eleven’s intranet and SupplyLogic’s systems allowing SupplyLogic to continue managing the process through production and delivery, further simplifying the ordering experience.

“SupplyLogic’s marketing technology solution and expertise will allow us to continue to grow while supporting national and local marketing strategies with cost-efficient planning, improved local execution capabilities, and greater speed-to-market.”

 

– Jay Wilkins, Director of Marketing Transformation, 7-Eleven

SupplyLogic provided an onsite team of four marketing procurement experts. There is now full access to analytics and reporting at a campaign, department, and store level. The SupplyLogic account team will recommend further innovations through deep visibility into operational data and by leveraging their broad QSR industry expertise.

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Results

The combination of process automation, shared services and best practices has unified the messaging and brand consistent with 7-Eleven’s brand and store guidelines. The custom built platform enables that franchisees can execute local marketing initiatives and foster community engagement quickly and easily with the same quality and compliance as a national campaign. Now, with less resources, time and money, franchisees are incorporating local store marketing into their plans and seeing improved business results.

With nearly 77,000 stores in 16 different countries and regions, including almost 16,000 in North America, 7‑Eleven, Inc. is the premier name in the convenience-retailing industry. 7‑Eleven offers customers industry-leading private brand products under the 7-Select™ brand, including healthy options, decadent treats, and everyday favorites at an outstanding value. Find out more at www.7‑Eleven.com.