7-Eleven pilots mobile payment app

Joanna Estrada
November 7, 2018

The mobile app is available on Android and iOS, and it'll automatically present the Scan & Pay option to customers when they're at one of the supported convenience stores.

According to Gurmeet Singh, 7-Eleven's chief digital officer, the aim of "Scan & Pay" is to increase customer loyalty by providing a seamless, hassle-free checkout experience. When you're near a pilot store, a pop-up will say "start scanning", then you can scan the items you want and pay for them on the app.

7-Eleven is also responding to Amazon (AMZN) and Walmart's expansion of cashierless stores. The app can be used for all purchases, except those requiring proof of age, such a lottery tickets, cigarettes, alcohol as well as hot foods and financial services. About 50% of the USA population lives within one mile of a 7-Eleven, the company said. The company, which operates more than 65,000 stores in 17 countries, is now piloting Scan & Pay in 14 Dallas stores.

Ryan Hamilton, an associate professor of marketing at Emory University, said adding scan-and-go technology is a "major branding advantage" that could translate into more customers choosing 7-Eleven over another convenience stores, despite the limited amount of time they'll save.

7-Eleven has a total of 67,000 locations in 17 countries worldwide, including almost 12,000 in North America. "We wanted to explore consumers' adoption of the technology: How do people learn about it?"

The news from 7-Eleven comes a week after Sam's Club announced it was opening a cashier-less store in Dallas, called Sam's Club Now.

7-Eleven is testing the pay-and-go feature in Dallas with plans to expand to other cities. Also in a move that's reflective of the broader market trend, Singh said 7-Eleven has hired more digital product managers, software engineers and data scientists schooled in artificial intelligence and machine learning to design better customer experience.

Other reports by Click Lancashire

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