7-11 reinvents retail shopping with new image

MANILA, Philippines - In an effort to meet and bridge the needs of changing lifestyles, world-renowned convenience store 7-Eleven reinvents retail shopping with a new design along with a brand re-imaging campaign that aims to boost the chain’s sales and customer traffic. 

Following the same success of its Taiwan prototype, the c-store’s recent upgrade came after more than 25 years since it first arrived in the country through its exclusive licensee, Philippine Seven Corp. (PSC).

According to the company’s research, the reinvention of the store, which includes re-layouting, improved display visuals and inclusion of energy-efficient technology as part of the “store of the future” design principles, makes it easier for customers to shop, and enjoy the whole shopping experience.

“By elevating the shopping ambiance in our stores, customers are attracted to spend more time, thus are more likely to buy more items. Our island food table, for example, is very helpful in motivating and informing our patrons of the latest food products while optimizing space,” said Francis Medina, Business Development Division Manager for PSC.

The  sleeker floor space design -- which is patterned after 7-Eleven Taiwan c-stores but with customized functional features that fit Filipino consumers’ preferences – transformed the entire area into an efficient work and customer space.

The new “de-cluttered” format will also prevent customers from feeling like they are in a cramped store and gives them more room to browse and shop at ease, he noted.

Besides the maximized space, the new store layout has also allotted a significant area for in-store dining, complete with wider tables and more seats. Improved graphic food banners were also utilized, as well as an island food table that makes quick viewing of perishables, fresh foods and other quick-serve offerings.

“The island food table is a very new concept, and indeed worked best in bringing the food products closer to people, and the image of 7-Eleven as not just a convenience store but as a viable food shop,” Medina added.

Apart from the interior makeover, remodelling highlights also pioneered the use of brighter, energy efficient lighting and equipment upgrade to reflectors, LED lighting for the chillers and air-conditioning units with inverters.