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7-Eleven is Australia’s first choice in convenience. Today 7-Eleven Australia operates more than 670 stores across the nation. Through its store network, 7-Eleven Australia conducts more than 190 million transactions a year, serving an average six customers per second, generating sales of approximately $3.6 billion.

Business Challenge


7-Eleven Australia had minimal data on their customers which made them blind when making business decisions around sales and marketing. They were also faced with the challenge of needing to show and prove innovation to both their customers and their franchisees in order to maintain their market leading competitive edge.

Combining both challenges, 7-Eleven sought to release their first consumer facing application to the public and wanted to ensure it was innovative and like nothing else in the market.

Approach


From discovery, ideation and user testing through to an Agile build, the Fuel App MVP was released to market in early 2016. Under the Tigerspike Managed Services program, the Fuel App has undergone consistent quarterly releases since launch. This has allowed the application to enhance and develop in response to business benefit, user feedback and analytics.

Outcome


The Fuel App has been a cornerstone in promoting customer loyalty for 7-Eleven, with over 1 million downloads, which has saved motorists over $5 million in fuel purchases, with app users now shopping 2.3 times more frequently and spending 14% more than non-app users. The Fuel App has also welcomed 40% of users as new customers and consistently sits above a 4-star rating in both app stores for over two years. As a result, 7-Eleven have been able to capture extensive customer data and have subsequently been able to make more informed business decisions to tailor their sales and marketing approach.