7-ELEVEN – CASE STUDY
A MORE EFFICIENT, RICHER & TAILORED STORE EXPERIENCE
INTRODUCING 7-ELEVEN
– THE CORPORATE VISION
7-Eleven, Inc. is the world’s largest convenience store
chain with more than 48,000 stores in 16 countries, of
which approximately 9,460 are in North America, and
the company has more outlets than any other retailer
or food service provider. 7-Eleven adds another store
to its worldwide operations every 2 hours.
PROJECT VISION AND OBJECTIVES
The collaboration between Mermaid A/S and Reitan
Convenience Denmark A/S has existed since October
2006, and concern all 7-Eleven stores in Denmark (190
stores).
7-Eleven’s vision of implementing a digital signage
platform within the stores was to drive sales and to be
more cost effective. 7-Eleven wanted to have a quick
reaction time to price changes and updated messaging. Digital signage should create a more dynamic store
environment, leading to more informed and responsive customers.
CASE DESCRIPTION
The stores use a digital signage platform consisting of
minimum eight instore TV channels located at the traffic
zone and the checkout zone. Two or more screens are
positioned at the payment terminal (9.2"), a main screen
(40") is positioned close to the refrigerated counter and
six to eight screens are positioned at the menu board
(22"). The purpose of the platform is to create additional
sales.
CASE PROFILE
COMPANIES
7-Eleven & Mermaid
CONTACT
Michael Cens, Sales Director, Mermaid
WEBSITES
www.7-eleven.com
www.7-eleven.dk
www.mermaid.eu
LINKS
• 7 Eleven spot
• Retail Brochure
JØRGEN LINDEMANN, CBDO, REITAN
CONVENIENCE DENMARK A/S:
»The retail landscape is undergoing constant
shifts and upheavals in terms of how retailers
communicate with customers. We wanted a
digital signage platform that would allow us
to create a more efficient, richer and more tailored store experience. Additionally, it had to
ensure a quick reaction time to price changes
and update messaging«.
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FACTS
OVERALL THE CASE COUNTS
· 9.2" terminal screens (510)
· 22" menu board screens (380)
· 40" large information screens (210)
· Players (800)
.................................................
JØRGEN LINDEMANN, CBDO,
REITAN CONVENIENCE DENMARK
A/S:
MERMAID AS TOTAL SUPPLIER
The platform has been installed by Mermaid in each
store. Mermaid is the total supplier of hardware, software and content. Additionally, the agreement with
Reitan Convenience Denmark A/S defines Mermaid
as operator of the platform.
7-Eleven uses Mermaids digital signage platform in
three types of stores; 7-Eleven kiosks, 7-Eleven/SHELL
kiosks and 7-Eleven/DSB Kiosks.
»Mermaid has helped us to make our promotional messages contextual and relevant
to the viewer, through the use of flashy and
eye catching content and by updating the
playlist three times a day. Consequently, the
message effectiveness has increased substantially compared to static ads. Overall,
our digital signage platform has enabled
us to drive sales and allowed us to be more
cost effective«.
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