7-Eleven Australia has won the NACS Asian Convenience Retail Technology Award for its Fuel App.
The awards took place at the NACS Convenience Summit Asia in Shanghai, China, last week.
7-Eleven CEO Angus McKay says the app was recognised for its “innovative nature” and “impact on business growth”.
He said: “The 7-Eleven Fuel App is the first of its kind. It uses a customer’s current location and real-time fuel price data to allow motorists to find the best local fuel price at their five closest 7-Eleven stores. They can ‘lock in’ that price and redeem it at any 7-Eleven Australia fuel store within seven days.”
Doubled customers
According to Mr McKay, the number of 7-Eleven Fuel App customers almost doubled from FY 2017 to FY2018. This growth came from both outside and within the existing 7-Eleven customer base, he says.
“The app has been adopted by many of our existing customers, which is great to see,” he said. “However, the incremental customer growth is really exciting. Our research is telling us that our fuel-app users tend to visit more often than non-fuel app customers.
“The total spend by fuel-app customers is growing in line with the uptake of the app. Fuel-app customers spend approximately three times the average spend of non-fuel-app customers.”
He added that the app’s merchandise offers and freebies were making a “strong contribution” to fuel-app users’ average basket sizes.
Team effort
Mr McKay also stressed that, while the technology and the consumer proposition have been fundamental, the total support of 7-Eleven staff team at store level “has been vital”.
“This award celebrates the collective effort of the entire team to develop the technology and engage with customers to make it a success,” he said.
“Our support office and store teams worked together to provide great customer experiences. And to get our customers, family and friends excited about using the app to save.”
