7-Eleven convenience stores throughout Mexico wanted to boost food sales. But the solution had to be cost effective and immediately impactful on customers, whose time spent inside the store was (conveniently!) minimal, as well as deployable on a large scale to multiple locations. Enter Scala business partner Tecnomanía who devised a digital signage plan to promote food items, focusing on “Food Calientes” – their hot food items. The digital solution project, begun in late 2012, has seen a significant growth in sales and will be expanded to 500 locations throughout Mexico by the end of 2016.
Two large screens were strategically placed in the hot food area of the stores, including still images and videos depicting food being freshly prepared, driving home to customers that they are getting an elevated c-store experience. Depending on the time of day, the eye-catching imagery will dynamically update to images such as sandwiches being layered with fresh vegetables or donuts being glazed and sprinkled alongside a hot cup of coffee. One of the screens is dedicated to informing customers of special deals, promotions or meal combinations, with the second screen showing vendors’ images and promoting the high quality of the food offered.
7-Eleven saw an increase in hot food sales of 200% with screens influencing initial purchases as well as suggesting add-on purchases. Food pairing ideas and meal combination deals as well as entertaining cartoons all play a part in creating an immersive, enjoyable experience. For instance, if a customer came in to buy a sandwich, the dynamic imagery and promotional deals can entice them to also buy a drink, side item or dessert. The saved cost of continually printing out-of-date signs coupled with the increased revenue, due to more relevant content, proved to 7-Eleven they had made the right decision going digital.
Andrés Villaseñor, commercial director, Tecnomanía
Two aspects of the solution were critical to the success of the project: reliable 24-hour functionality and the ability to centrally manage content. With the stores operating morning through night, 365 days a year, a no-fail system was critical to ensuring all customers consistently receive the highest level of attention, no matter what time they visit the store. Using Scala Designer, content is created that can be centrally managed and easily updated from one location via Scala Enterprise Content Manager. Deploying the content to the hundreds of screens in all the stores simultaneously ensures that the high standards of corporate branding are consistent.
Alejandra Frayre, advertising and media coordinator, 7-Eleven
The first phase of the project already has 210 stores featuring the screens, and due to the success of the food sales increase, will expand to 500 stores by the end of 2016.
Tecnomanía is a Mexican company formed by young professionals with extensive experience in the advertising branch, video production and events for over 20 years. Member of the Digital Signage Federation since 2010. Scala Gold Partner by Mexico in Latin America
About 7-Eleven Mexico
7 – Eleven® Mexico was founded in 1976 in Monterrey, NL, with the association of Iconn and 7-Eleven, Inc. Where Iconn commercial experience and global leadership in convenience stores 7- Eleven® came together. 7- Eleven® Mexico, is a chain of convenience stores pioneered this concept in the country, currently has more than 1,700 stores in various parts of Mexico.
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