Doing Something Nice For Your Shoppers

by Paul Schlossberg
Posted On: 12/21/2018

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  Paul Schlossberg
7-Eleven will be offering a special beverage deal on Jan. 1, according to news posted at The headline was "7-Eleven Celebrates New Years with Beverage Deals."  

Here's what they're doing: You pay 19¢ for "a medium cup of fresh-brewed coffee or one-liter bottle of 7-Select Pure water." You've got to be enrolled in the 7Rewards loyalty program. Then you can use the 7-Eleven smartphone app to get your free beverage. It's an all-day offer on New Year's Day. There is a one-item-each-per-customer limit.

You did read that correctly. It is 19-cents for a cup of coffee or a one-liter bottle of water.

On December 10th we posted a blog What Are You Doing For The Holidays? This Is A Business Question. We suggested that you consider doing something charitable for the holiday season.

7-Eleven is doing something nice for their shoppers.  They're focused on loyalty program member and they're engaging them with their smartphone app. This beverage promotion is a different approach versus a charitable tie-in promotion. Pay attention locally and it's likely that you'll find other convenience stores and restaurants offering unique specials during the holidays.

Maybe you are thinking about some sort of similar promotion. By the way, you'll rarely get a recommendation from me for lowering prices as a promotional strategy. Instead you might want to bundle  multiple items for a special price. Make a deal they cannot resist and sell more items at the same time.

If you want to sell more stuff, you must focus on your shoppers. Find ways to engage them. Make them appreciate the good service and fine products you provide every day, hundreds of times all year.

We hope that you had a happy, healthy and successful 2018. Let's all get to work and be even better at selling a lot more stuff.

» Paul Schlossberg is president of D/FW Consulting, working with clients to merchandise and market products in impulse-intense selling environments, such as vending, onsite foodservice and convenience stores. Based in the Austin, TX, area, he can be reached at or (972) 877-2972 or