7-Eleven Singapore elevates the convenience store experience with cutting-edge innovations and engaging and creative consumer experiences

It has augmented its offerings through tech and product innovations.

Convenience store brand 7-Eleven Singapore, since its establishment in 1983, has become one of the leading chains in the country, boasting an unrivalled network of 500 stores and a loyal customer base of nine million per month. It remains operational today amidst the headwinds being faced by Singapore’s retail scene.

Rising labour costs, rent and inflation, coupled with geopolitical tensions, and a still-recovering tourism sector at 71% of pre-pandemic levels, have all impacted the economy, affecting the convenience retail sector.

Consumer preferences have also changed – their fast-changing needs have further ramped up post-pandemic with digital-first behaviours as they seek fuss-free, seamless shopping conveniences in addition to value-adding and new and fun experiences.

With customers at the heart of its work, 7-Eleven Singapore always strives to bring the best, augmenting the shopping experience and its quality offerings through tech and product innovations, as it continues to anticipate and cater to Singaporeans’ diverse and evolving needs.

This year, it has launched the 7-Eleven Shop & Go – Singapore's first self-checkout store to enable a simple tap, shop, and go process, where customers simply tap their credit card at the gantry to enter, pick up items they wish to purchase, and leave the store in just seconds without the need to check-out. This enables a frictionless shopping experience through AI technology, smart cameras and IoT sensors.

The convenience store chain has also introduced Vendpod, Singapore’s first vending machine concept store based in major transit points at Geylang Bahru and Bencoolen MRT stations. Each store houses a cluster of four refrigerated glass-front vending machines with robotic arms that provide commuters and passersby with up to 100 popular 7-Eleven items on the go.

The convenience store chain continues to rigorously study the demographics and footprint of its stores across the island, regularly analysing details from shopping flow to how quickly each product moves. From 2022, 7-Eleven has since re-ranged more than 200 stores islandwide based on the buying behaviours of the local community each store caters to, instead of a one-size-fits-all, cookie-cutter approach.

Customising offerings for each location meant offering more grocery deals and take-home meals in residential heartlands and additional work-related essentials in commercial districts, such as enhanced food-on-the-go options or more high-protein options in areas with a gym or workout studio nearby.

These initiatives yielded promising results, with the average profit per square foot of sales rising by 60%, sales per headcount increasing by 9%, and like-for-like store sales increasing by 11% from 2022.

The winning combination of creative vision, determination, tech-powered solutions, and unified cooperation amongst 7-Eleven Singapore’s 500-store network has allowed the brand to achieve an astonishing 80% profit increase in 2023, with a rise in customer count of 13.3%.

7-Eleven’s major milestone has been recognised by the coveted Retail Asia Awards 2024, as it brings home the win in the Convenience Store of the Year - Singapore category.

“By staying squarely focused on the customer, 7-Eleven Singapore continues to learn, adapt, and evolve – redefining the convenience store experience, as it stays attuned to the needs of each segment through constant innovation,” the company said.

The prestigious awards programme honours companies that have recently launched innovative retail projects or initiatives, as well as industry leaders that have propelled their respective brands to maintain a competitive edge.

The Retail Asia Awards is presented by Retail Asia Magazine. To view the full list of winners, click here. If you want to join the 2025 awards programme and be acclaimed for your company's exceptional products or initiatives in the Retail industry, please contact Jane Patiag at [email protected].