customers.
Apart from the recent facelift of 7-Eleven’s
corporate website to meet the online demands of
savvier online consumers, 7-Eleven recognizes
the importance of constant communication
between the brand and the society at large. .
In line with its marketing plan, 7-Eleven has
made its first foray into the social media scene
with the launch of the http://www.facebook.
com/7ElevenMalaysia fan page. Currently, the
Facebook fan page of 7-Eleven has engaged
more than 600,000 fans.
On June 2013, 7-Eleven Malaysia has
signed a memorandum of agreement (MOA)
with Chevron Malaysia Ltd, operator of the
Caltex service stations, which will see more
7-Eleven convenience stores opening at the its
petrol stations in the country over the next five
years. The alliance will enable Caltex stations
to provide enhanced convenience for their
motoring customers with the opening of more
7-Eleven stores, which is in line with 7-Eleven’s
accelerated growth plan.
MARKET
7-Eleven’s rapid expansion plans continue
to take place all over Malaysia to service the
rising population and consumer purchasing
power, especially in secondary states and East
Malaysia. The increasing consumer appetites for
convenient shopping and rising sales of valueadded services have developed into strong
impetuses to the development of the industry.
ACHIEVEMENTS
7-Eleven is today the pioneer and the largest
24-hours convenience store operator in
Malaysia. With over 1,472 stores nationwide,
7-Eleven serves over 800,000 customers
daily. 7-Eleven stores can be found in bustling
commercial areas and serene suburban
residential compounds throughout Malaysia. In
the recent years, 7-Eleven has been awarded
recognition for its outstanding achievements
in the convenience store sector. These awards
include the Super Star of 2010, Achiever Award
of 2010 by the Malaysian Retailer Chains
Association (MRCA) and Super Brand Award
in 2011 by Super Brand Malaysia. For three
consecutive years (2010-2012), 7-Eleven won
the National Growth Award (Platinum Category)
by the MRCA, for having the most number of
stores opened and operating in Malaysia.
HISTORY
7-Eleven was founded by J. C. Thompson way
back in 1927 at The Southland Ice Company in
Dallas, Texas. In addition to being an ice vendor,
the company began offering milk, bread and
eggs on Sundays and evenings when grocery
stores were closed. Thus, the concept of
convenience retailing was born!
The name 7-Eleven was introduced in 1946
because the stores were opened from 7am
until 11pm. Today, the trademark of 7-Eleven’s
business is in providing 24-hour convenience,
seven days a week. Together with its global
licensees, franchisees and affiliates in 23
countries, 7-Eleven operates over 50,000 stores
worldwide.
The first 7-Eleven store in Malaysia was
opened in October 1984, in Jalan Bukit Bintang,
Kuala Lumpur. 7-Eleven is today the undisputed
market leader in the convenience chain store
landscape in Malaysia.
differentiate itself with introductions of private
labels like the Aktif Reverse Osmosis, Aktif
Distilled and Aktif Mineral Water, and Vitamin E
enriched fresh eggs under the 7 Fresh Label.
7-Eleven introduced new complementary
products and services, bill payment service,
various food programme including frozen food,
ready-to-eat food, and fresh food, and has
successfully allowed the business to tap into a
brand new segment of the market. The variety
of services available at 7-Eleven include the
sales of mobile, IDD/STD, Touch n Go reload
soft pins, ink cartridge refill, photocopying, fax,
ATM, internet games starter packs and reloads
via MOLPoints top-ups.
With an extensive network of stores located
in high traffic density areas, that are supported
by proprietary business information systems and
retail initiative processes, 7-Eleven continues to
boost its capabilities in the meeting localized
product needs based on each store’s respective
community needs.
PRODUCT
7-Eleven stores carry over an average of 3,200
products with an equal blend of international
and local mixes. Boasting of its own propriety
brands such as the Big Gulp fountain soft drinks
and Slurpee beverages, 7-Eleven continues to
22
|
SUPERBRANDS VOLUME VII
RECENT DEVELOPMENTS
With the growth of its presence in the
communities within Malaysia, 7-Eleven has
to further innovate and diversify its means
of reaching and communicating with its
PROMOTION
7-Eleven has and will continue to adopt an
aggressive stance in launching new promotions
and contests in-store which offers great values
and rewards to its customers beyond the usual
community shopping experience.
7-Eleven’s first loyalty campaign, Hello Kitty
Charms Collection was introduced to the public
with its launch event on 29th June 2013 at
Berjaya Times Square. Through the Hello Kitty
Charms Collection campaign, customers of
7-Eleven Malaysia were given an opportunity
to accessorize their jewelry by collecting 20
different Hello Kitty charms designs which are
exclusive only to 7-Eleven stores nationwide.
The objective of the loyalty campaign was to
strengthen the engagement with customers and
further enhance their shopping experiences.
Bring Your Own Cup Day (BYO Cup Day) was
first launched in 2012 in conjunction of 7-Eleven
Day in Malaysia as a reward to Slurpee fans of
7-Eleven. In June 2013, 7-Eleven organized its
2nd BYO Cup Day to appreciate its loyal Slurpee
fans in Malaysia. Slurpee fans are able to fill in
Slurpee using their own cups in various sizes.
BRAND VALUES
Being the premier neighbourhood c-store,
community building is at the heart of 7-Eleven’s
corporate social responsibility framework.
The 7-Eleven Community Care is a non-profit
entity set up to implement all corporate social
responsibility and philanthropic initiatives to
enrich lives in the society
7-Eleven launched its first nationwide
community care campaign; “Semurni Kasih
Ramadhan” in 2010.
In year 2012, the
campaign collected goods via 1,375 stores from
the customers to benefit the underprivileged
homes and individuals in the neighbourhood of
respective 7-Eleven stores.
7-Eleven does not merely stand as a symbol
for convenient shopping but also aims to
become a community centre to help serve the
less fortunate. The Community Care donation
box which is the prime vehicle of fund raising
has also been rolled out at all stores to collect
loose change from customers. Proceeds from
the collection will go towards funding various
community initiatives that will make a difference.
7-Eleven embarked on a community project
with SOLS 24/7 & Better Malaysia Foundation
(BMF) with the mission to spread the education
of English Language amongst the urban and
rural communities by setting up 100 community
centres throughout the country. Customers of
7-Eleven were encouraged to play a part for this
project by voting for their preferred areas for the
community centre to be situated.
www.7Eleven.com.my
THINGS YOU DIDN’T KNOW ABOUT
7-ELEVEN
• The first 7-Eleven store in Malaysia
opened on 9 October 1984 in Jalan Bukit
Bintang, Kuala Lumpur and it is still in
operation today.
• 7-Eleven achieved its 1,000 stores
milestone in 2009, and the year also
marked the 25th Anniversary since its
inception in Malaysia.
• 7-Eleven’s official Facebook Fan Page is
called 7-Eleven Malaysia
• In Malaysia, 7-Eleven Day is celebrated
on 7 November (7/11) instead of July
11 which is the official birthday of the
7-Eleven convenience store.
M A L AY S I A’ S S T R O N G E S T B R A N D S
|
23