7-ELEVEN AUSTRALIA OPENS B2B/B2C HYBRID MICROFORMAT STORE

7-Eleven Australia has opened a B2B/B2C hybrid microformat store on the 27th floor of a building in Brisbane’s CBD.

According to 7-Eleven CEO and Managing Director, Angus McKay, the eight square metre microformat store is a part of the business’ ongoing innovation in how its offer, processes, models and technology to provide convenient solutions for customers.

“Our business is all about providing the products and services our customers want, where and when they want them. This store lets us test how we can use our unique model and technology platforms to serve our customers’ needs differently. We started some of the testing in our cashless cardless store at our office in Melbourne, and this Brisbane store is the second of our external microformat sites,” Mr McKay said.

This new format provides a convenient solution for both the employees and employers. It allows the employees to shop for the products they know and love conveniently using our mobile app. For employers it provides an on-site food and beverage solution for their teams without having to operate the facility themselves.

The range in the store is a selection of the full 7-Eleven range, which has been adapted based on the insight and expertise gained from the company’s recent CBD transformation store formats.

“The range here is bespoke. It builds on the things we are famous for including our coffee, and 7-Eleven brand sandwiches, sushi, salads, and sweet treats such as a select range of Krispy Kreme Doughnuts. We’ll adapt it based on customer feedback,” Mr McKay said.

The new store is not open to the public, but instead is accessible only to company employees. 

“This store is available 24/7 to the employees of the site only. They scan their own products using our mobile checkout app, then process their payment directly from the phone. There’s no queuing, no register, and it’s 100% digital and contactless.

This store is the first of the microformat sites being operated in partnership with one of the company’s 450 strong family franchisee network. The store is serviced by a partner franchisee who owns a standard store nearby. Members of his team visit at least twice a day to replenish stock, clean and fill the coffee machines and complete other tasks.

“The results of this microformat store will provide us with strong insight for the formats that would be valuable  additions to our store network as it continues to expand,” Mr McKay concluded.