Seven & i to boost 7-Eleven digital services through partnerships

Companies will explore data marketing and retail media opportunities.

Seven & i Holdings and Seven-Eleven Japan have partnered with SoftBank, PayPay, LY Corporation, and Sumitomo Mitsui Card to develop digital services and infrastructure for 7-Eleven stores.

Seven & i has also formed capital and business partnerships with SoftBank, PayPay and Sumitomo Mitsui Card to support the collaboration.

The partnerships will combine 7-Eleven’s store network with SoftBank’s AI, robotics and data capabilities, as well as PayPay, LY Corporation and Sumitomo Mitsui Card’s customer networks and payment and loyalty services.

The companies will integrate Seven & i’s 7iD membership platform with PayPay accounts and introduce PayPay Points and V Points as 7-Eleven store points.

They will also launch joint promotions and expand 7-Eleven mini apps across PayPay, LINE and Sumitomo Mitsui Card.

The partners will explore using customer data and AI to personalise services, develop data marketing and retail media, and improve store operations.

SoftBank’s technologies could also be used for customer traffic analysis, supply chain efficiency, communications, security, energy management and other store infrastructure.

The companies said the partnerships will connect 7-Eleven’s physical stores with digital services while improving customer convenience and store performance.