Data Pulse #711
7-11 seized an opportunity to use the existing technology that most of its shoppers already had in their hands as they entered the store, and it did it from a standing start using AGILE methodology like a baby learning to CRAWL, WALK, RUN
7-11 can now push real-time, rules-driven offers to customers through the 7-11 app.
The decision was made to launch a mobile app in efforts to deliver what the customer wants, when they want it, where they want it. Offers take account of rich data about the customer, both live and historic:
Real-time transactional: current basket, comms received, channel, geofencing
Real-time contextual: location, location temperature, time of day.
Historic modelling: transaction data, profile data, modelling scores.
Insights gained from feedback to offers over time is incorporated into business rules in a process of continuous refinement.
So, for example, on a cold morning, 7-Eleven might push hot drinks offers. At midday, some customers might receive offers for packaged lunches while others receive promotions on fresh foods. In the evening, lifestyle insights might be used to determine that some customers might be tempted by pizza and a DVD rental.