Group Project : 4 Weeks
Brand Positioning, Competitive assessment, Store redesign
“How do we transform 7-Eleven into a desirable destination?”
NOSTALGIA
Remember when…
For a kid, 7-Eleven was a place where there was seemingly unlimited amounts of candy, chips and sugary drinks galore.
Going to the 7-Eleven by yourself for the first time is a rite-of-passage. Your weekly allowance burning a hole in your pocket, you excitedly press the handle down on the slurpee machine that releases your favorite flavor.
GROWN UP
Impulses aren’t welcome
You haven’t thought of slurpees in a while. If it does cross your mind you quickly shoot down the idea and opt for a green juice instead. Yet, visions of coca-cola slurpees, taquitos and sides of nacho cheese dance in your mind, creating a steady beat of desire.
There’s Competition
Both of these C-stores have devout & loyal fans. What they lack in market share (7-Eleven has about 32%-WARC) they make up for in customer satisfaction. Cleaner stores, bright lights, more robust food options and friendlier staff are all aspects that make people want to drive out of their way to go to a Wawa over a less-than-pleasant experience at a 7-Eleven.
A Step Towards Something We’re Not
7-11 is set to debut 100 new healthy products.
“In a bid to differentiate itself from traditional convenience stores over the five years to fiscal 2019 (year-end February), 7-Eleven has introduced fresh produce and other organic items to its product mix.” (Source: IBISWorld)
Positioning
“7-Eleven is the destination for people who need a break from good behavior.”
Strategy
Store Concept
We wanted this retail redesign for 7-Eleven to position them as a place you go to when you need a break. This is the place where you can show up as your best self or your worst, it doesn’t matter, ‘you’re welcome.’
Current Customers
Our current high-volume consumer we split into two psychographics. We have our ‘early risers’ who depend on a quick place to grab an inexpensive coffee in the morning that is close to work or home. There is also have a younger audience who need place open late for energy drinks, snacks and that they can get to on foot, nearby.
In building out this redesign, we wanted to make sure their needs would continue to be met while also elevating the overall store experience.
Design Elements/Inspiration
We visited 10+ stores in Richmond Metro area. Most stores had outdated furnishing, dim lighting and cramped shelves. We added neon colorful lighting in areas of the store that highlight the drinks/snacks area, white subway tile on the walls to brighten the room and uniform wood panel floors for a modern look.
Concept Store
Rounded cash wrap
Rounded curves for display cases
Snacks & drinks area at sightline when you walk in (45% of people come in for these items)
A BOH area for franchisees
Concept Store Additions
The employee uniform allows the franchisees to choose from different designs that are outside of the typical red & black uniform and go with the new retro design. The cohesive 7-Select packaging allows the consumer to easily pick out the 7-Eleven packaging and will be shelved with alongside other 7-Select products.
Updated employee uniforms
Consistent 7-Select packaging
In Store Mock-Ups
Our in-store mockups lay with the retro redesign branding and carry the ‘you’re welcome’ message throughout adding a dose of humor and understanding.
OOH
Food Truck
We added a food truck option for our franchisees in select cities. The truck can be rented for school field days, local marathons, etc. showing that 7-Eleven is a part of your community and gives the franchisees the option of added income and connection to their community.
