7-Eleven Australia: Consumer Experience Strategy and Recommendations

This report focuses on strategies to improve the consumer experience at 7-Eleven, an international convenience store chain with a significant presence in Australia. It begins by identifying factors hindering consumer satisfaction, such as declining product quality (particularly in areas like Slurpee drinks and lack of healthy options), higher prices compared to competitors, and a lack of fresh grocery items. The report then proposes customization strategies, including incorporating healthier food options to align with consumer preferences and improving the availability of fresh produce. It emphasizes the importance of enhancing services through staff training and increasing store availability. To become more consumer-centric, the report suggests leveraging customer data, developing a customer-centric culture, and incorporating strategies like inbound marketing and customer advocacy. The report concludes with recommendations for ensuring better future consumer experiences by focusing on consumer goals, creating relevant metrics, and prioritizing needs, knowledge, personalization, and communication.

Consumer experience
Strategy: Recommendation

Introduction
Seven Eleven refers to a
Japanese American
international chain of
convenience store
 The organization possess
690 stores in Australia
Currently consumer
satisfaction of the mentioned
organization is low
Effective recommendation for
enhancing consumer
experience have been
provided in the following
slides

Which factors are hampering consumer
Experience in Seven Eleven?
Decrement in the quality of the products offered by the
organization to its consumers
Slurpee drinks are loaded with chemicals
 consumers in Australia are getting inclined towards
healthy lifestyle (McColl-Kennedy et al., 2015)
Hence high calorie food items are resulting in
decrement of the consumer value
Lack of fresh grocery items also resulting in
deterioration of the consumer’s experience
price range of the products are also higher
compared to its local as well as global competitors

How Seven Eleven can customize its
products
customize their product
on the basis of the needs
of the consumers
consumers have got
inclined towards healthy
food habits (Schmitt,
Joško Brakus &
Zarantonello, 2015)
7 Eleven should
incorporate healthy food
items in the menu list

How Seven Eleven can customize its service
Consumers experience can be enhanced by
incorporating fresh grocery items like fresh
fruits an vegetables
an efficient monitoring of the supply chain
needs to done
Increase the number of stores in order to
ensure availability to the consumer
Provide effective training to the staffs in
order to ensure consumer satisfaction

How Seven Eleven can become more
consumer centric?
Developing a consumer centric culture
using customer data for understanding
the buying behavior, interests and
engagement
using customer data for understanding
the buying behavior, interests as well as
engagement
using customer lifetime value for
segmenting customers based on top
spending customers

How Seven Eleven can become more
consumer centric?
Making the consumers a part of the
organization
The organization can include strategies like
inbound marketing and customer
advocacy (Funk, 2017).
Word-of-mouth promotion is considered to
be one of the most effective promotional
techniques that has the potential to drive
the consumers to the brand.

How Seven Eleven can ensure better
consumer experience in future?
understand consumer goals
along with creating metrics
that determine the success
of unified retail transactions
Understanding the needs of
the customer as well as
goals throughout the
purchasing journey.
Understanding consumer
goals along with creating
metrics that determine the
success of unified retail
transactions.

How Seven Eleven can ensure better
consumer experience in future?
In order to enhance
the consumer needs it
includes:
Needs of the
consumers
Knowledge as well as
personalization
Tools and automation
Communication
partnershiip

Conclusion
The organization needs
to focus on its quality
and price of the products
customize their product
on the basis of the needs
of the consumers
Understanding the goals
of the consumer along
with creating metrics for
determine the
accomplishment of unified
retail transactions

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