Liquid Barcodes


7-Eleven Australia – All You Need to Know

Paula Thomas, Chief Content Officer, Liquid Barcodes


About 7-Eleven Australia:

7-Eleven was brought to the Australian market over forty years ago in 1977, and remains a private family-owned company today. With over 670 stores owned by the company itself and franchisees, it commands a 33.5% market share, turning over in excess of $3.6bn per annum from more than 190 million transactions. As the third largest private company in Australia, it is the market leader in convenience retail, with a focus on partnerships such as Krispy Kreme and Mobil, and a net promoter score that has increased by thirty-seven points since this measurement began in 2010.

In this article, we explore some of the reasons why.

7 eleven station

World’s First Fuel App: 

By far the biggest focus for 7-Eleven Australia in recent years has been the launch of its fuel-focused app in March 2016 – a world first. It’s perhaps still the only major retailer worldwide offering this customer-focused single-minded benefit. Lowest fuel prices – guaranteed. 

The app is firstly a fuel price research tool with fuel prices updated hourly – and also offers a “fuel price lock” that gives customers peace of mind that they are always getting the best possible value – so why would they re-fuel anywhere else?

Already more than one million Australians have downloaded the fuel app since it launched, collectively saving more than $4.5 million on fuel purchases, with an average saving per fuel voucher of $4.59. It’s a clear consumer benefit, based entirely on price, and is one of the key reasons that 7-Eleven has won the “Most Satisfied Customers” Award as voted independently by over 2,000 retail customers in January this year.

7-Eleven Australia's Fuel App 

7-Eleven Australia’s Fuel App 

7-Eleven Australia Fuel App – How Does It Work:

  1. The customer needs two things. The 7-Eleven fuel app, and a 7-Eleven card pre-loaded with cash.
  2. The app uses geo-location technology to identify the five closest fuel stations to the customer.
  3. The app is kept updated hourly with the pricing of its entire station network.
  4. Customer chooses their preferred fuel type and the lowest price on sale in their area.
  5. Customer decide how much fuel they want to buy and lock-in that fuel price to use anytime in the next 7 days – in any store in the country that they choose.
  6. Once they’ve re-fueled, they simply scan the fuel voucher lock barcode at the point of sale to avail of the lower pricing.
  7. If the fuel price has dropped since the voucher price was locked-in, the customer benefits again (always) from the lower price.
  8. The customer can pay using the 7-Eleven card (used to lock in the price) – or any of the usual credit or debit cards accepted in store. Payment is only taken at the time of purchase.
  9. The app also includes a range of in-store product offers for customers who are not re-fueling, with estimates that over 700,000 offers have been redeemed in it’s first year in use.

The whole process is explained clearly in this 30 second TV commercial used at launch.

Fuel App TV ad

Fuel App TV ad from 7-Eleven Australia 

Future Focus:

Alongside its focus on this digital innovation, 7-Eleven seems focused on adding alcohol to its extensive selection of products on offer to Australian consumers. The company recently welcomed the Senate Committee’s recommendation that Australian convenience stores should follow others around the world and be allowed to sell alcohol within the same regulatory frameworks as other retailers.

Alongside that recommendation, the firm has announced an investment in Tipple –  Australia’s largest on-demand alcohol delivery start-up which promises alcohol deliveries within 30 minutes from independent bottle stores. For now, the partnership has been described as continuing to operate as stand-alone businesses with the start-up offering “last-mile delivery and technological capability” to it’s new parent company.

However with alcohol now a real possibility as a new category for 7-Eleven in the Australian market, there are plenty of opportunities to extend the appeal of the brand nationwide, with the start-up’s CEO, Ryan Barrington, describing a shared interest between the two firms in creating “engaging customer experiences on the cutting edge of convenience.”

Closing Thoughts:

7-Eleven Australia is clearly focusing on achieving customer loyalty based on price. While this can be effective when the brand commands the greatest market share, it is also the easiest for competitors to challenge.

We all know as consumers that when pricing feels equal, we then choose the brand that gives us a greater sense of connection. Loyalty is a two-way relationship – knowing that we are valued and rewarded drives greater longer-term brand loyalty than pricing ever will. No doubt with their focus on innovation , 7-Eleven Australia will continue to identify all of their customer needs and develop additional unique benefits to customers to ensure they remain the market leader even beyond price.

Good call 7 eleven

About Us:

Liquid Barcodes is a leading global loyalty technology company specialized for the convenience store and foodservice industries. Our proprietary cloud-based technology platform allow retailers to create and manage their digital marketing campaigns with a proprietary process we call the “customer connection cycle’ to engage, promote and reward customers activities in real-time across digital and media channels.

How we do it:

We have developed the most advanced loyalty and digital marketing technology platform specifically for convenience store and foodservice retailers globally.

Retailers use our self-service dashboard to create and manage loyalty driven marketing campaigns that increase purchases with their existing customers, as well as effectively target and acquire new customers through partners or paid media channels.

One core component of live loyalty is gamification. We have gamified branding, loyalty and promotions. We believe this approach is essential in order to get customers’ attention and ultimately truly engage them with repeatable actions thereby winning their loyalty.

Check out some of our exciting/proven results here:

About Me:

Paula Thomas

Chief Content Officer, Liquid Barcodes and Independent Loyalty Consultant.

With over twenty-five years marketing experience, I specialise in loyalty marketing consulting, managing consumer loyalty propositions, strategy and operations. In addition to working with Liquid Barcodes, my clients have included Telefonica O2, Three Mobile, Electric Ireland, Allied Irish Bank and The Entertainer, as well as Avios – the global points currency for some of the world’s top airlines. I am also a judge for the Loyalty Magazine Awards. 


Blog post

Liquid Barcodes Makes U.S. Debut at 2022 NACS Show

Liquid Barcodes exhibited at the 2022 NACS Show demonstrating loyalty, subscription and payment applications.   For the first time in history, Liquid Barcodes had the pleasure of exhibiting in two prominent locations at the 2022 NACS Show both in the busy New Exhibitor Area as well as in the featured partner kiosk in Verifone’s booth […]

Blog post

Save Thousands in Credit Card Fees With ACH

Visa and Mastercard announced an increase in interchange fees earlier in the year and retailers are taking action and sending a message by migrating their customers to new solutions, including mobile app-based ACH payments, and in the process increasing profits by not only reducing credit card fees but also boosting loyalty via innovative app-based incentive […]

Blog post

Subscription Programs Are Economically Smart Investments

Monthly subscriptions to products and services are economically smart investments for retailers and customers With a recession looming and gas prices still at record-high levels, customers are tightening their grip on their wallets. But this doesn’t mean they’ll be turning their backs on convenience store purchases and there are ways you can weather the impending […]

Blog post

Converting Impulse Shoppers to Automatic Customers

Subscription programs for drinks and snacks encourage customers to change from impulse buyers to automatic customers   Customers stop at gas stations and convenience stores to buy fuel, for beverages and snacks and to use the bathroom, essentially in that order of priority. A NACS survey of gas-buying customers found that half went into the […]

Blog post

Maxol Launches First-of-Its-Kind Loyalty App

Maxol, Ireland’s largest family-owned forecourt and convenience retailer, announced it has launched a new customer loyalty app with never-before-seen features in the Irish market. After more than a century serving Irish customers, Maxol’s 240+ stores and service stations are located throughout Ireland and have enjoyed global recognition for their best-in-class operations, store design and offers. […]

Blog post

Delivering Personalized Content With Machine Learning and Image Recognition

Build personalized customer connections, improve efficiency, and make intelligent, data-driven decisions using machine learning and image recognition.   It’s 7:15 in the morning and a customer – Amy – is on her way to work. She is on the hunt for coffee and breakfast and stops at a convenience store. She opens her store app […]

Blog post

Sweet Tea and Coffee Subscription Beverage Programs Brew Recurring Revenue

As summer nears, consumers are turning their attention towards refreshing iced beverages and iced tea is a hot seller this time of year, especially when sold with a subscription beverage program. Sweet tea might be the quintessential drink of southerners in the U.S, but the rest of the country has developed a taste for the […]

Blog post

Circle K’s Use of Beacon Technology to Activate Car Wash Subscription Program

Beacon Technology and Car Wash Subscription Programs Beacon technology used in tandem with a customer-facing car wash subscription program revolutionizes the customer experience by providing a quick, convenient experience. Innovation is the key to continued growth and ensuring a frictionless customer experience should be top of mind for any retailer. Circle K’s vast global network […]

Blog post

Unlimited Car Washes!

Subscription programs for car washes are a hot trend in convenience retail.

Blog post

Car Wash Program Drives Sales for United Pacific

Car wash programs are revenue drivers for convenience stores and fueling stations around the globe. Making sure the process is convenient and cost-effective for customers increases traffic and drives in-store sales. Oftentimes, car wash units occupy a small corner of the lot and do not receive much attention. This is not the case for those […]

Blog post

Danish Railway Rewards Riders with DSB Plus

The Danish railway system, known as DSB, is going the distance to reward customers by partnering with convenience retailer 7-Eleven to deliver points towards food and coffee simply for riding the rails. Whether commuting or travelling longer distances, riders who join DSB Plus earn points whenever they travel within Denmark. DSB is an abbreviation for […]

Blog post

Subscriptions for the win!

Amazon Prime is, by nature, a subscription under the auspice of membership. Pay an annual fee, get 2-day shipping and exclusive deals. Amazon took it one level further with “Subscribe & Save” where you can get everyday – and not so everyday – items shipped to you on a regular schedule.  In the early days […]

Blog post

Customer Retention Program of Circle K Vietnam

As the first international convenience store brand to launch in Vietnam, Circle K has over a decade of expertise catering to the needs of the 96 million residents of this huge country, operating a network of over four hundred convenience stores each open 24 hours a day! So launching an outstanding customer retention program was […]

Blog post

Stinker Stores Named Best New Loyalty Program in the U.S.

        2021 Best New Loyalty Program  Stinker Stores’ new loyalty program offers multiple redemptions with a single scan and stands out with a gamification feature to keep customers engaged. This article is originally published on CStoreDecisions and written by Erin Del Conte | October 28, 2021 Stinker Stores, with 103 convenience stores across Idaho, […]

Liquid Barcodes

Put a rocket under your loyalty program

With our loyalty platform, we help design and operate world-class, tailor-made subscription and reward programs that make sure your customers always come back.

Book a Demo →

We are trusted by global brands.

Convenience retailers all over the world have engaged and rewarded consumers with our tailor-made loyalty programs.

To our case studies →

Liquid Barcodes
Liquid Barcodes
Liquid Barcodes
Liquid Barcodes

Convenience retailers all over the world have engaged and rewarded consumers with our tailor-made loyalty programs.

To our case studies →

Liquid Barcodes
Liquid Barcodes
Liquid Barcodes
Liquid Barcodes