7-Eleven expands loyalty program to 2,600 stores

7-Eleven has expanded its digital loyalty program to more than 2,000 store locations as it partners with Belly, a provider of digital loyalty programs. With Belly, 7-Eleven shoppers will be able to earn points and redeem rewards at convenience store locations in the Northeast, along with parts of Austin, Los Angeles, Chicago and Vancouver.

Belly was initially installed and tested in 85 7-Elevens in downtown Chicago, followed by another 350 locations in the greater Chicago area, Austin and Los Angeles. Starting this month, 465 new locations in New York and Vancouver will implement the program, totaling 2,600 by the end of the year.

"Our partnership with 7-Eleven proves our ability to increase customer spending and frequency of visits at the enterprise level," said Logan LaHive, founder and CEO of Belly. "There's a need for large retail chains to have the right tools to track online and offline customer behavior, and Belly provides this for them."

Belly is also assisting the convenience store with marketing campaigns and customer engagement through the company's existing network of more than 3 million members.

"Over a year and a half ago, we started looking for a solution to help increase customer visits, bring new guests to our stores and increase frequency of visits while also increasing basket size," said Raja Doddala, 7-Eleven's senior director of new business development. "We look forward to expanding our relationship to even more stores and new markets."

Promotions have ranged from charitable donations to themes based on the Olympics as the company attempts to encourage Belly members to visit 7-Eleven and receive rewards. Points are earned using a Belly app or BellyCard.

Loyalty programs still seem to be a big driving force for consumers. A recent study found that 69 percent of shoppers said they would switch brands to earn points.

Sears' loyalty program, Shop Your Way, is just one retail success story. Shop Your Way recently added 50 new brand partners to offer more rewards in more categories to the tens of millions of registered shoppers. 

For more:
-See this Belly press release

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