Serve free Slurpees, get 53% more customers.
That was the sweet deal for 7-Eleven in its annual July 11 Slurpee giveaway, in honor of July 11 being 7-11. We were able to quickly quantify this huge spike in nationwide store traffic because we track U.S. consumers’ shopping journeys 24-7 on our Path-2-Purchase™ Platform.
Platform users get location-visit data that’s updated daily, encompassing visits to 12.5 million commercially relevant locations nationwide, including all outlets of the top 1,000 U.S. retailers.
And here’s why it matters, using the 7-Eleven Day giveaway as an example.
- What will happen in the days and weeks following 7-Eleven customers’ big Slurpee binge? Will the surge in traffic be nice and sticky, or will it melt away like a cup of ice in the summer heat? Answers are at your fingertips, because Path-2-Purchase™ is always on, providing an inexhaustible fountain of validated consumer-journey intelligence for everyone.
- Did 7-Eleven’s free Slurpees peel away customers who typically go to a different store for cold drinks, gasoline, and other C-store sundries? You can identify other brands’ frequent visitors and see whether they defected to 7-Eleven on 7-11 to get that free refreshment. And you can keep tracking them as time goes on, to see whether it was a one-day stand, or whether they are now going steady with 7-Eleven.
- What kinds of product giveaways would work for a different C-Store or for a Quick-Serve Restaurant? With Path-2-Purchase™ you can identify and target consumers who visited 7-Eleven on free Slurpee day, and send them a survey. Ask what they thought of 7-Eleven’s giveaway, and what kinds of items they’d go out of their way to get for free at another chain’s stores.
- Do the same kind of research around any retailer or brand’s major promotion, whether it’s daylong, weeklong, or monthlong.