The paper 'Customer Loyalty and Relationship Marketing at 7-Eleven Stores Pty " is a good example of a marketing case study. This paper explores customer loyalty and relationship marketing the 7-Eleven Stores Pty. The paper first defines customer loyalty and relationship marketing within the context of marketing theory as a shift in the marketing organization’ s emphasis from product and process to building relationships with immediate customers for competitive advantage. The paper also reviews evidence from the literature on the effectiveness of CLRM strategies. The paper then examines some of the customer loyalty programs and relationship marketing strategies implemented by 7-Eleven.
These include 7-Eleven fuel cards and various product offers to repeat customers on products from 7-Eleven proprietary brands such as Slurpee. These CLRM strategies have propelled 7-Eleven’ s success as one of the world’ s foremost convenience store franchises. The paper recommends that 7-Eleven should streamline its data collection on loyal customers and enhance sharing between franchises to enable customers to enjoy uniform benefits from as many franchisees as possible. Introduction 1.0 Background 7-Eleven is an international chain of convenience stores, operating under Seven-Eleven Japan Co.
Ltd, which is owned by Seven & I Holdings Co. of Japan. This franchise is the world's largest operator, franchisor and licensor of convenience stores operating more than 39,000 outlets. It began when an employee of Southland Ice Company, Joe C. Thompson, started selling milk, eggs and bread from an ice house in the US later on growing into a fully-fledged corporation that mainly sold groceries due to the discovery of ice as a suitable preservative. The name 7-Eleven originated from the fact that the firm operated from seven in the morning to 11:00 pm which was an unprecedented venture at the time.
Most stores would close early and would not operate over the weekend leaving customers with the challenge of travelling long distances in search of commodities. 7-Eleven stores sell gift cards including prepaid VISA cards, it also sells daily newspapers, drinks, confectionery, and snacks; pre-prepared food such as sandwiches, wraps, pies, sausage rolls under the brand 'munch' which are sold while still fresh. 7-Eleven stores have also partnered with BankWest and have BankWest ATMs in all of their stores.
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