Monday, July 12, 2010
7 Eleven is smart and getting better for you!
In shop class the teacher always said measure twice then cut! Under new leadership that is inspired, informed and in-focus, it’s obvious 7 Eleven has studied the consumer, the marketplace and its own positioning. This weekend with summer just hitting its stride 7 Eleven gave away; yes for fee it’s number one legacy branded product the Slurpee!
This was neither marketing genius nor luck it was planned, timed and positioned to complement and compel consumers to come in and come back!
Dan Ariely In his book Predictably Irrational, said:
“Most transactions have an upside and a downside, but when something is FREE! We forget the downside. FREE! Gives us such an emotional charge that we perceive what is being offered as immensely more valuable than it really is.”
That is exactly what this promotion will do. It will increase visit over next several weeks of summer creating a spike in Slurpee sales generating top line revenue and bottom line profits. Success does leave clues and 7 Elevens marketing tool kit has the tools to propel growth. This particular tool will garner the frequency to assist 7 Eleven in rollout and introduction of fresh prepared food.
7 Eleven has studied the industry, the consumer and understands the future of the company is in the grocerant niche filled with better for you fresh prepared food that is portable. With concurrent test ongoing around the world. There is no doubt 7 Eleven is positioning to lead not follow within the convenience store sector. Clearly 7 Eleven has studied the industry, the consumer and is positioned to garner marketshare.
Outside eyes can deliver top line insights and bottom line profits. Invite Foodservice Solutions to provide brand and product positioning assistance or a grocerant program assessment. Since 1991 Foodservice Solutions of Tacoma, WA has been the global leader in the Grocerant niche for more on Steven Johnson BING: Steven Johnson Grocerant