711 has recently began to make the transition from a basic card punch rewards system to that of a mobile app. This app called 7Rewards collects customer data and offers rewards to consumers based on their in-store purchases. This blog by Stephanie Overby describes how the rewards system that 711 implemented is benefitting the franchise as well as the consumers.

In our market research lecture we were told a story of how a store manager covered up the door sensors that monitor at what times the most customers enter the store. This caused a huge lack of data in terms of when the peak customer hours were. This manager was fired, thus exemplifying the importance of market research to a company in a real life scenario.

By tracking customer data, 711 is able to offer a reward system best suited to each individual buyer. In doing so they can renew interest in the consumer to continue using their brand. This is a highly effective way to reach out to each individual consumer most efficiently. By tracking what each consumer buys the most of, 711 can offer deals to them for items that would be a complimentary good. For example, should someone frequently purchase coffee’s, they can offer a reward as a free doughnut to accompany.

The rewards system implemented by 711 really displays how modern day businesses are adapting to the changing technology to achieve maximum profit and customer satisfaction.