7-Eleven’s 13,000 locations had an overwhelming amount of point-of-purchase and on-site marketing. Through customer research, data, journey mapping, eye-tracking, shop-along studies, and stakeholder collaboration, Shoptology developed a comms architecture—Bold Balance—that put the right message in the right place to transform business growth.

• Identified essential elements in the customer journey to curate fewer, bigger, better ways to connect.
• Balanced branding, wayfinding, and desire with offers, instructions, and promotions.
• Leveraged high-impact design to communicate more simply with customers.
• Created bespoke photography and signage to elevate 7-Eleven’s food credentials to drive trip and basket growth.
• National rollout included a playbook to help execute with excellence across the franchisee network.

Results

Launching nationwide, Bold Balance reinvented in-store communications in over 13,000 stores with 100+ unique formats. By optimizing the right mix for the customer data, this strategic comms initiative saw double-digit percentage sales increases and double-digit percentage signage cost savings.