Dive Brief:
- 7-Eleven has partnered with retail technology platform Swiftly to bring alcohol cash back offers to more than 10,000 locations across the United States, according to a Monday press release.
- The program offers state-specific, real-time offers on beer, wine and other beverages through the 7Rewards app. Customers can scan their loyalty card or enter their phone number at checkout to activate offers.
- This news comes amid a push by 7-Eleven to boost its image among U.S. consumers by improving its foodservice capabilities and building bigger stores.
Dive Insight:
With only 54% of U.S. adults currently drinking alcohol, according to a recent Gallup poll, 7-Eleven’s latest partnership gives the retailer a way to appeal to customers who still buy booze while giving alcohol brands more insight into customer behavior.
“For retailers, this means stronger loyalty and incremental sales,” Swiftly said in the announcement. “For brands, it delivers a scalable, transparent channel to activate shoppers in one of the most highly regulated categories.”
Swiftly handles the legalities from state to state, which is helpful for a coast-to-coast retailer like 7-Eleven.
In addition to being available through the app, offers will also be advertised through signs and displays in stores. The rewards can be paid out through PayPal, Venmo or digital prepaid Visa.
“At 7-Eleven, we’re always looking for innovative ways to enhance the customer experience and deliver greater value to our customers,” said Yaqub Baiani, vice president of digital product management and design for 7-Eleven.
Alcohol rebates through Swiftly are also available at convenience retailers such as EG America and Circle K.
