Convenience store giant tests mobile ordering

7-Eleven is throwing its hat into the mobile ordering game.

The convenience store giant is testing on-demand ordering in 10 of its stores in Dallas. Customers that place an order through the new 7-ElevenNOW smartphone app can choose whether to have orders delivered or pick them up in-store. The company said it expects to roll out the feature to other U.S. locations in 2018.

Here’s how it works: Once customers launch the app, they can shop across a wide selection of snacks, cosmetics, gift cards, home goods, beverages, and “hundreds of other products.” the retailer said.

After placing their order, shoppers choose whether their order will be delivered or picked up. If delivery is selected, the app will auto-locate the nearest participating store and, once the order is placed, send it to a courier service. The courier picks up the customer's prepped products at the store and delivers them to the customer's location.

If shoppers choose the pick-up option, they select their preferred store. The order will be waiting for them at the register. Customers can pay for both delivery and pickup via the app.

Customers that enroll for the service will receive free delivery on their first order, the company reported.

"The app will enable our customers to get the products they want, when and where they want them, quickly and conveniently," said 7-Eleven chief digital officer Gurmeet Singh. "This is redefining convenience.”

The app is one of several new services implemented by 7-Eleven’s digital team, and each one is part of a companywide commitment to provide more value during the customer experience. The digital team is working on a full stack digital transformation, which includes the technology customers experience, as well as the technology that works behind the scenes to ensure seamless and effortless interactions, according to 7-Eleven.

Other recent digital releases include the expansion of the 7Rewards app-based customer loyalty program, now available on a wider range of eligible purchases, and the launch of 7-Eleven Bot on Messenger, which allows millions of 7-Eleven fans to engage with the brand from within Facebook.
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