Philippines Seven Corporation (PSC) initially rolled out the latest 7-Eleven Store of the Future third generation (SOF3) design concept in 100 stores around the country to continuously meet the demands of Filipino consumers.
The new design evolves in the terra cotta theme — an “Instagrammable” concept that makes use of the color orange that appeals to bright, young customers.
Patrons of 7-Eleven will notice that some branches already have product signs, wall portions, advertisements, counters and shelves designed or painted in orange. Some seats and tables in the dining area of selected stores are also painted with orange accents.
The terra cotta design compliments the store’s trellis interior and brown accents previously implemented in the first and second SOF designs. Overall, customers will get that “feel at home” and relaxed experience as they enter a 7-Eleven store.
Continuous c-store upgrade.
The chain’s first SOF design upgrade was in 2012 when the stores were redesigned following the pattern of 7-Eleven Taiwan c-stores but are customized to fit the preference of Filipino customers. Stores were de-cluttered and made use of combined LED and natural lighting. The addition of the fast food island brought perishable, fresh food and other products closer to on-the-go customers.
Store interiors were complimented with the application of institutional, hip modern and industrial design concepts. There were also additional new amenities like common toilets, an upgraded dining area, bills payment via the CLiQQ machine, or services such as ATM and Wi-Fi, depending on the needs of each store.
The design inspiration for SOF3 was formed by identifying the volume of consumers in the country, its market and trade area, which store design and sections to highlight, why a store needs to be upgraded and when the upgrades will be rolled out to pilot stores.
With the application of LED lights and inverter equipment in its SOF1 design, stores immediately benefit from about 3 percent savings in electricity cost per month.
In addition, the de-cluttering of stores contributed to smooth customer flow which gave 7-Eleven loyal patrons a better shopping experience. It didn’t just encourage customers to return but also attracted new ones. In effect, the implementation of the SOF design, matched with the c-store’s unparalleled experience in its food and services offerings, has led to better overall sales.
Also included in the SOF3 design concept is the highlighting of 7-Eleven’s very own Crunchtime Chicken. It now has its signature orange-colored “Crunchtime” sign. To further promote this crunchy staple in selected stores, its display rack is designed with orange signs or frame props and is placed at the counters.
There is also a new addition to the store’s already impressive roster of refreshments. The “Cool U” slushie is another refreshing drink that 7-Eleven will offer that will capture the cravings and thirst of both loyal and new customers.
And for those who patronize its e-commerce services, customers will appreciate the new look of the in-store CLiQQ machine. From a plain white terminal with a touchscreen display, it’s redesigned to look like a robot with a head. It’s also equipped with a camera and a bigger touchscreen display.
Coffee and tea lovers were given a big treat when 7-Eleven opened its first City Blends Cafe in its Taguig branch recently. Instead of self-service coffee from stand-alone machines, a barista attends to and prepares the drinks ordered by customers and has a distinct dining area just like a regular cafe. As for the menu, City Blends Cafe offers a variety of hot and cold coffee and tea which can paired with 7-Eleven’s selection of pastries. The branch is currently identifying other branches where it can establish other City Blends Cafe.
Know more about 7-Eleven by calling (02) 726-9968, 0917-8711686, 0920-9508651 or email email@example.com or visit www.7-eleven.com.ph.