7-Eleven has opened its first ever pop up store in Forrest Chase Shopping Centre, Perth, to coincide with the brand’s entry into WA.
This is the first new market entry for 7-Eleven in more than 30 years.
7-Eleven plans to have five stores open in WA before Christmas.
Store locations will be at High St, Queen St, and Adelaide St in Fremantle, Forrest Chase in Murray St Mall, and pop up stores in Subiaco and Hay St in Perth.
7-Eleven is planning to open 75 stores in WA in the next five years in both standalone stores and fuel sites in areas with good footfall and customer traffic flow.
7-Eleven is using its first ever pop up concept to drive awareness of the brand, and the products that make its stores a destination for customers.
The pop up will sell Slurpees, Krispy Kreme Doughnuts, and the brand’s $1 freshly ground coffee offer.
Julie Laycock, head of marketing at 7-Eleven, said the company felt that the entry into the WA market was the right fit for the business’ first ever pop up store.
The pop up store features a range of digital screens including a live Instagram feed from #Slurpeeaus.
“We wanted to share our story and help our customers get to know us, our offers, and our franchisees a bit better. The digital communications in the pop up store allow us to do that.”
According to Laycock, the brand had an unexpected challenge on opening day in the first WA store in Fremantle.
“One of the things we didn’t plan on was that customers wouldn’t know how to pour their own Slurpee. In the other states we are in, customers have been mixing and pouring Slurpees for years. Since the other offers in WA don’t let customers get involved with mixing and pouring, the franchisees and their staff are teaching customers how to pour.”
“We felt that letting customers experience our brand, our service and the products we are most famous for, would be a great way to engage with WA locals and encourage them to shop in our regular stores as they open,” she said.
“The pop up concept gives us the opportunity to give consumers a richer, hands on experience. It was important to us that part of our marketing mix for our launch in WA encouraged customers to get directly involved with our products.”
“In the pop up store, just like in all our stores, consumers can make their own coffee or Slurpee. They can select their favourite style of coffee, and our machines will freshly grind the beans, and make their coffee consistently every time, for just $1 for a regular cup,” she said.
The first Australian store was opened in August 1977. Today 7-Eleven operates approximately 600 stores in Queensland, NSW, Victoria, the ACT, and most recently, WA.
Through its store network, 7-Eleven conducts more than 180 million transactions a year, serving an average six customers per second, generating sales of approximately $3.4 billion.
Worldwide, 7-Eleven operates more than 53,500 stores in 18 countries, and is opening approximately six stores per day somewhere in the world.