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 The saved cost of continually printing out-of-date signs coupled with the increased revenue, due to more relevant content, proved to 7-Eleven they had made the right decision going digital.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
Quick facts
- Runs 24 hours a day, 365 days of the year
- Currently in 210 stores with plans for 400 stores in phase one
- Saw immediate, solid ROI: a 200% increase in hot food sales
- Plans for further expansion with project success
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.
About Tecnomanía
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.
About Scala
Scala has a passion for creating intelligent digital signage solutions that move employees, consumers, and products. Driving more than 500,000 screens worldwide, our solutions increase sales, improve brand loyalty, optimize the customer experience, and reinforce business objectives.
Scala is known for its innovation and leveraging best-of-breed technologies such as mobile and predictive analytics to create award-winning solutions that are easy-to-use yet infinitely customizable to meet our clients’ unique needs. Our solutions can be found all over the globe across multiple industries. Our software powers the digital communications of companies like Rabobank, IKEA, Bloomberg, Tommy Hilfiger, Burger King, TMobile, Virgin Megastores, Disneyland Resort Paris, McDonald’s, Warner Bros., Mercedes-Benz, DNB, Hard Rock Hotel, Shell, Esso, Ericsson and IBC-13.
Scala is headquartered near Philadelphia, Pa., with multiple subsidiaries across Europe and Asia, and over 500 partners in more than 90 countries. For more information, visit: http://www.scala.com or their blog. Connect with Scala via Twitter and Facebook.