Redefining convenience by turning transactions into customer relationships for growth

7-Eleven has created a loyal customer base and achieved significant growth to become Hong Kong’s most preferred convenience brand.

Achieving over 1,000 stores in its Hong Kong network and serving over a million customers daily amidst the pandemic has been a significant milestone for convenience store brand 7-Eleven. However, it has also recognised that relying solely on the convenience of its locations could not sustain business in an intensely competitive market.

To overcome challenges that could compromise profitability, the brand aims to redefine convenience by making use of every transaction opportunity to foster customer relationships. This has been a worthwhile task for 7-Eleven, as it has earned the trust and loyalty of customers by enhancing its own brand product recipes to align with evolving customer tastes.

Beyond food, 7-Eleven is famous for its innovative signature collectable programmes. As such, it has worked with character IPs and world-renowned fashion brands to co-create unique and lifestyle collectables. It has also developed a new online pre-order sales platform, sourcing and selling limited-edition items from around the world. 

The brand has also leveraged its extensive network to launch a meal box donation programme, supporting the homeless and elderly post-pandemic. For every meal box sold at stores, 7-Eleven donates 50 cents to the fund and has donated over 100,000 meal boxes to the community to date. The 7-Eleven team also volunteers during festivals to share joy with those in need.

This undertaking has resulted in 4.2% growth in business and a 1.1% increase in market share.

Meanwhile, 7-Eleven’s purpose also extends beyond profitability. As the biggest fresh coffee network in town, it has transitioned its own brand 7CAFÉ coffee to be 100% sustainable, from coffee beans to serving cups. Through its ‘Greener Coffee’ initiative, 7-Eleven has shown that sustainability can be embedded into everyday items like coffee, without compromising its core commitments of fun, convenience and value.

“As the first chain in Hong Kong to pioneer and make the use of eco-friendly bagasse sugarcane fibre cup lid despite the cost impact, it raised awareness of the importance of sustainable coffee consumption amongst customers and the industry at large,” the company said.

Awareness for this initiative has reached 83%, with customers understanding and recalling the sustainable message. There has also been high media coverage highlighting the importance of Greener Coffee with 315 clippings amounting to HK$12.3m in PR value. 78% of customer feedback has also responded that their intent to purchase 7CAFÉ coffee increased with this initiative.

The tangible results that have been delivered by 7-Eleven have been outstanding, earning the recognition of the coveted Retail Asia Awards as it won the Convenience Store of the Year - Hong Kong for its exploratory experience for customers, and the Sustainability Initiative of the Year - Hong Kong for its success in embedding sustainability into coffee production and consumption.

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].