7-Eleven to Change Up Loyalty Program

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7-Eleven to Change Up Loyalty Program

By Cyndi Loza - 06/14/2018

7-Eleven is changing its loyalty rewards program to reduce the number of points shoppers earn.

Beginning July 6, members of the retailer's 7Rewards loyalty program will earn 10 points — instead of 25 — for every dollar spent in store (excluding services, fuel and age-restricted items such as tobacco, lottery tickets, and alcohol), according to an email from the retailer. Currently, shoppers can redeem their points for product including a medium coffee (800 points), doughnut (800), Mars Inc.'s Snickers bar (1,200), 28-ounce PepsiCo's Gatorade beverage (1,500) or deli sandwich (2,000). It is unclear if the cost of points for the rewards will change. At press time, 7-Eleven did not return inquiries for further comment.

After July 6, the retailer will also require members to earn or redeem points, or complete an in-store transaction at least once every 90 days to keep their points. Members previously needed to perform one of these actions every 366 days to maintain an active account. 

"We are adding additional ways for [shoppers] to increase [their] points with additional bonus point opportunities on participating products, a chance to multiply points when buying certain products, and other ways to accelerate [their] rewards," 7-Eleven said in the email.

7-Eleven rolled out the 7Rewards' points system in November 2017 and recently wrapped up a large campaign for the program.

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