7-Eleven Speeds Customers Through With Mobile App

Donna Miller
November 7, 2018

7-Eleven is trying to speed up checkouts to keep pace with rivals.

7-Eleven is piloting a new mobile app called Scan & Pay that allows customers to use their smartphones to scan and pay for items without having to check out with a cashier. With the new "Scan & Pay" feature, 7-Eleven customers don't have to wait to buy their favorite beverages, food, and toiletries when they visit.

Customers must be within the geo-fenced area around the pilot stores for the feature to appear. It also connects with the 7Rewards loyalty program, so customers can find out about deals and promotions.

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When shopping, customers scan barcodes of items and pay directly through their phones, either with a card, Apple Pay or Google Pay, applying any rewards to their purchases. Amazon's futuristic store uses a variety of technology to automatically detect what the customer chooses and charge their account when they leave.

7-Eleven built the prototype in five weeks, then spent months testing it at the employee store at the chain's headquarters in suburban Dallas, he added. The company plans to roll out the app nationwide in 2019. 7-Eleven placed point-of-purchase signage in the stores to help guide customers, and added the confirmation stations because, "Contrary to what people might think, consumers want confirmation of their purchase", said Singh.

"Frictionless experiences are the future, and digital payments are key to such experiences", said Gurmeet Singh, chief digital officer and chief innovation officer at 7-Eleven. Also in a move that's reflective of the broader market trend, Singh said 7-Eleven has hired more digital product managers, software engineers and data scientists schooled in artificial intelligence and machine learning to design better customer experience. "Our customers can now use their smartphone to skip the line, every time".

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