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7-Eleven MY unveils flagship store with mini bookstore concept

7-Eleven MY unveils flagship store with mini bookstore concept

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7-Eleven Malaysia is expanding its horizons to offer a holistic lifestyle convenience shopping experience by launching a two-storey flagship 7CAFé. The store boasts a mini bookstore concept from BookXcess and an F&B section serving up 7-Eleven's hot food and Slurpee.

The food will be complemented with desserts and cakes from contemporary artisan matcha brand Niko Neko Matcha. Besides offering the usual collectables, 7-Eleven merchandise, and beauty and personal care items will also be made available in the store. For instance, Boots brand products and a variety of Japanese beauty products can be found in the store. 

Located in Bandar Puteri Puchong, the flagship store aims to meet the current demands of having chic and unique retail experience where customers can dine in to enjoy the atmosphere with their loved ones. As such, aside from its usual convenience products on the shelf, 7CAFé by 7-Eleven also offers other in-demand product categories to offer a wider choice and variety for customers. 

7CAFé by 7-Eleven aims to open more outlets soon, including outside of Klang Valley, to bring the proposition of lifestyle convenience to more customers. Additionally, among the locations that the brand hopes to launch 7CAFé by 7-Eleven store outlets include Menara TA One, Hartamas KL, Tun H.S. Lee KL, Bkt Antarabangsa KL, Eco Ardence, Saujana KLIA, and TTDI Helmi SEL, among others. 

While the brand did not reveal specific figures for the monetary investment and ROI, 7-Eleven's spokesperson said it has tripled its investment for this project, focusing on in-store ambience, food quality, equipment and also staff training. The brand also hopes to attain more brand love, customer loyalty, and trust. To promote the new store, 7-Eleven will focus on social media communications by creating engaging content and in-store POSMs to give more information to help customers to make better choices.

7 eleven artisan beverages

Wong Wai Keong (pictured third from left), co-CEO, 7-Eleven Malaysia said that 7-Eleven's counter food is themed around American fusion with a local twist. He added that the brand's stores contain a wide array of products, and it strives to give its customers an option to come to shop in its stores, as well as a reason to keep coming back. 

Meanwhile, explaining the idea behind the partnerships with businesses including BookXcess and Niko Neko Matcha, co-CEO Tan U-Ming, said it aims to collaborate with local businesses that suit the lifestyle that 7-Eleven wanted to portray along with the 7CAFé brand. "And with Niko Neko as a high-quality matcha drink provider together with BookXcess which has very accessible and very affordable books for all, we see this as a good fit for the 7CAFé concept,” he added.

7 eleven co ceo

7CAFé by 7-Eleven joins other innovative stores by the brand that seek to provide a different and unique experience to consumers. For instance, 7-Eleven also inked a partnership with Tiger Beer to launch their inaugural beachfront convenience store at Palawan Beach Walk in June. According to 7-Eleven previously, the Instagrammable store was outfitted with vibrant murals and unique graffiti artwork on its facade.

In a previous statement to A+M, the spokesperson explained that the aim was to not just create a usual store but an attraction spot where its target audience would want to spend time. 7-Eleven leveraged on earned media coverage for its joint announcement with Tiger Beer and Sentosa, and sought to raise even more awareness about the store and its promotions through its social media channels. It also worked with social media influencers to promote the unique store and its offerings. As part of further promotional efforts, 7-Eleven also implemented OOH advertisements within Sentosa and flyer distributions to promote the store.

The spokeperson also added that it chose to work with Tiger Beer because both brands are similar when it comes to innovation and delivering fun and exciting offerings to consumers. "When we decided that the store would be located in Sentosa, it was essential to keep the target audience into consideration – we wanted to be relevant to families, young adults as well as tourists while also staying true to our iconic products and offerings," the spokesperson said.

In April, 7-Eleven launched a pop-up store for its sub-brand 7CAFÉ. Located at Mong Kok, the pop-up store offered new beverages and delivery services to offer greater convenience to customers, while it also contained a new logo to illustrate the new offerings of the brand.

According to 7-Eleven, the pop-up store 7CAFÉ+ showcased the brand's commitment to providing customers with "good quality and good value products." To better meet customers' needs, the brand allows customers to order food and beverages on DFI Retail Group's loyalty programme "yuu", with the delivery time being less than an hour. As for the logo, the brand said then that the name of the pop-up store contained the symbol "+" which stood for excitement. In addition, the logo of the pop-up store included extra elements, such as a coffee bean, a heart, a piece of tea leaf, and a smiley, with all of them containing a specific meaning. 

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