7-Eleven, Reese’s Create a Loyalty Program

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7-Eleven, Reese’s Create a Loyalty Program

By Cyndi Loza - 10/08/2018

7-Eleven has teamed with Hershey Co. to let shoppers earn a free Reese’s SKU after the sixth eligible brand purchase.

The "Reese’s Frequency Club" functions as an extension of the retailer's 7Rewards loyalty program, which lets shoppers earn points for food and drink, and awards members a free proprietary beverage after the sixth 7-Eleven beverage purchase. Loyalty members are automatically enrolled in the Reese’s club, which ends Jan. 1, 2019, according to the retailer's mobile application. Reese's XL 4.25-ounce bars are excluded from the program. 

In stores, aisle violators tout the Reese’s program, encouraging shoppers to download the app and "rack up Reese's." The home page of the retailer's mobile app now sports a depiction of a Reese's cup surrounded by six bars for members to track their progress. Sept. 17 Twitter and Facebook updates support. 

The convenience store chain regularly partners with confectionery, snack and beverage manufacturers for promotions, exclusive SKUs and sweepstakes. However, expanding its loyalty program to incorporate and spotlight a specific brand is new territory for 7-Eleven.