Dive Brief:
- 7-Eleven is introducing a chatbot through Facebook’s Messenger to engage with consumers, according to The Shelby Report. It was launched Nov. 15.
- The 7-Eleven Bot on Messenger can help customers sign up for the 7Rewards customer loyalty program, find a nearby store, and get the latest information on current discounts.
- “Today’s digital-savvy consumers expect brands to be present when and where they choose, in an effortless manner, and 7-Eleven Bot on Messenger allows that to happen,” Gurmeet Singh, 7-Eleven chief digital officer, told The Shelby Report.
Dive Insight:
The average American spent 50 minutes a day on Facebook, Instagram and Messenger platforms last year. It may not sound like much, but deducting eight hours for sleep and another eight hours at work, those humble 50 minutes become more impressive.
Retailers and food manufacturers are aware of the inordinate amount of time spent on social media and are making sure they’re a part of the conversation. In addition to traditional advertising, these food companies are creating a presence online where consumers are already investing their time.
PepsiCo recently launched a chatbot called “Bot-tler” on Facebook Mesenger for an event in Dubai. Consumers were able to use the chatbot to order a Pepsi beverage, then received an alert when their drink was ready to be picked up. It wouldn’t be surprising to see Pepsi launch a similar “Bot-tler” in the states for use in arenas that serve their products.
While the Pepsi chatbot provides a service otherwise unavailable to consumers — ordering a concession drink from afar — the 7-Eleven chatbot appears to be an alternative to their app. So will consumers bother to chat through Messenger to get the same information and discounts available without the social interaction?
A trip to the convenience store is usually last minute and doesn’t last very long. National Association of Convenience Stores data shows the average time consumers spend inside convenience stores is three minutes, 33 seconds. While a shopper may be more inclined to research discounts for his weekly grocery shopping trip, he may not feel the same need when grabbing an afternoon snack on a Tuesday.
However, convenience stores are increasingly relevant to consumers, especially those looking for high-quality meals and healthy snacks on the go. Many c-stores now offer fresh-cut fruit, wraps and made-to-order sandwiches and salads, cutting into traditional grocery territory. These improved options may spur customers to plan their trips to a 7-Eleven more than before.
Does this potential uptick in planning translate to increased use of a chatbot? Possibly. The new platform gives the retailer yet another way to interact with consumers, potentially increasing exposure and sales.
If consumers start actively using the 7-Eleven chatbot, expect to see more brands launch their own versions on Messenger soon. It’s basically another way to talk to consumers. It remains to be seen if consumers want to talk back.