7-Eleven’s 13,000 locations had an overwhelming amount of point-of-purchase and on-site marketing. Through customer research, data, journey mapping, eye-tracking, shop-along studies, and stakeholder collaboration, Shoptology developed a comms architecture—Bold Balance—that put the right message in the right place to transform business growth.
- Identified essential elements in the customer journey to curate fewer, bigger, better ways to connect.
- Balanced branding, wayfinding, and desire with offers, instructions, and promotions.
- Leveraged high-impact design to communicate more simply with customers.
- Created bespoke photography and signage to elevate 7-Eleven’s food credentials to drive trip and basket growth.
- National rollout included a playbook to help execute with excellence across the franchisee network.
Results
Launching nationwide, Bold Balance reinvented in-store communications in over 13,000 stores with 100+ unique formats. By optimizing the right mix for the customer data, this strategic comms initiative saw double-digit percentage sales increases and double-digit percentage signage cost savings.
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