The Challenge

Extending 7-Eleven's vision to the digital space.

7-Eleven began as a startup near Dallas, TX in 1927. Today, 7-Eleven has over 49,500 stores and is the world’s largest convenience store chain. Mike Debnar, senior director of digital guest experience with 7-Eleven, shared in this video that the success all began “through the vision of one of our employees, who we call Uncle Johnny. He started selling things off the dock, like the proverbial milk, bread, and eggs.”

7-Eleven engaged Credera to help with the strategy, plan, and structure of their digital guest experience initiative.

According to Debnar, the goal of the digital guest experience is to “digitally connect with our guests through mobile and ‘voice of the customer,’ [a method of] getting feedback from [7-Eleven guests].” Debnar also stressed, “The cornerstone of this initiative is customer relationship management, better known as CRM.”

Through the digital guest experience, Debnar and his 7-Eleven team are asking an important question: “How do [customers] help us reinvent our company everyday?”

Credera’s goal is to help 7-Eleven lead the charge in understanding what it means to be digitally convenient.

Andrew Warden, managing partner at Credera, explained this innovative idea further, “The same thing that they have done with the convenience store industry, they can do digitally…There are so many things that you can do. What we were able to do is [recommend] the things 7-Eleven should start with.”

The Solution

Working toward the goal of being "digitally convenient."

According to Debnar, the goal of the Digital Guest Experience is to “digitally connect with our guests through mobile and ‘voice of the customer,’ [a method of] getting feedback from [7-Eleven guests].” Debnar also stressed, “The cornerstone of this initiative is Customer Relationship Management, better known as CRM.”

Through the Digital Guest Experience, Debnar and his 7-Eleven team are asking an important question: “How do [customers] help us reinvent our company everyday?”

Credera’s goal is to help 7-Eleven lead the charge in understanding what it means to be “digitally convenient.”

Warden explained this innovative idea further: “The same thing that they have done with the convenience store industry, they can do digitally… There are so many things that you can do. What we were able to do is [recommend] the things 7-Eleven should start with.”

The Results

Driving engagement and excitement with digital transformation.

7-Eleven is experiencing many rewards as a result of this digital initiative.

“What we are seeing is a high-level of engagement and excitement that is really starting to have a halo effect on other programs in our company,” said Debnar. “We can envision a future [with] the work we are doing… helping people navigate life better.”

“The cool thing about working with 7-Eleven is that you get excited about the work that you are doing and the people that you are doing it with,” said Warden.