Brain freeze is an excellent thing for convenience store chain; 36 percent increase in market share, outranking Shell and QuikTrip
BOSTON — Last week 7-Eleven celebrated 7-Eleven Day on July 11 (7/11) by giving away free Slurpees between 11 a.m. and 7 p.m. Of the 7,895 7-Eleven locations in the United States, more than 2,400 sell fuel. GasBuddy, the only smartphone app connecting drivers to their Perfect Pit Stop, today reveals the impact the free frozen carbonated beverage had on foot traffic at 7-Eleven locations that also sell fuel.
GasBuddy’s data found that on Wed, July 11, 2018 the average visits per station increased 43 percent when compared to the previous 30-day period. When compared to the previous four Wednesdays, including Independence Day on July 4, there was a 51 percent increase in station visits.
Examining the impact the campaign had on market share, GasBuddy narrowed down the focus to the Dallas-Fort Worth designated market area, where there is the highest concentration of 7-Eleven stations selling fuel in the U.S. GasBuddy data found there was a 36 percent increase in market share on July 11 compared to the past four Wednesdays. Typically ranked #3 in footfall traffic behind Shell and QuikTrip, 7-Eleven jumped to the #1 spot in the area on that day.
“This is a great example of how in-store promotions can separate a brand from the competition,” said Frank Beard, convenience store and retail trends analyst at GasBuddy. “More than 80 percent of convenience stores sell fuel, and the challenge has always been to convert pump traffic into in-store traffic. 7-Eleven used a well-known product (Slurpees) to drive significant foot traffic.”
In GasBuddy’s Q1 footfall traffic report, 7-Eleven was ranked third in the 1000+ location category. The Q2 report will be issued next week. To learn more about GasBuddy’s location and footfall insight capabilities, visit business.gasbuddy.com
About GasBuddy
GasBuddy is a smartphone app connecting drivers with their Perfect Pit Stop. GasBuddy is the leader in crowdsourced information to help drivers find the best gas prices, closest stations, friendliest service, cleanest restrooms, tastiest coffee and much more. GasBuddy is the leading source for the most accurate, real-time fuel prices at more than 140,000 gas stations in the U.S, Canada and Australia. The Company’s B2B Retailer Software-as-a-Service (SaaS), known as GasBuddy Business Pages, provide Fuel Marketers and Retailers their best opportunity to maintain their station information, manage their brand, and promote to their target consumer audience.