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 Danske Statsbanerv, translated to Danish State Railways in English, and is the operator for trains in Denmark and also the largest rail system in Scandinavia. DSB operates passenger trains throughout Denmark, including within and around the nation’s capital, Copenhagen.
This collaborative rewards program with 7-Eleven, operated within Denmark by Reitan Convenience Denmark, part of the Norwegian Reitan Group, is just the newest collaboration between the two companies. Having established a master franchising agreement with DSB just over a decade ago, 7-Eleven stores can be found in many railway stations in Denmark, as well as on the trains themselves. In 2020, 7-Eleven employees began selling pastries and coffee dispensed from special backpack units onboard some express trains in the city, much to the delight of commuters. This ingenuity as well as their advances in technology, food offer, and more led to Reitan Convenience Denmark being recognized as the 2019 NACS International Convenience Retailer of the Year.
Perks of the DSB Rewards Program
Users who join DSB Plus are instantly thanked for agreeing to the terms and conditions earning 100 points which are available for redemption immediately. For travel purchased and completed, users can earn additional points which become available the day after the trip or after the ticket expires.
With 100 points, for example, a traveler can purchase a large coffee, a croissant, a soda, greased roll, nuts and a local favorite, Egekilde. For just a few more points, salads, expressos, and shakes can be selected. Conveniently, members can redeem points for the items on the DSB Plus app, show the app to the cashier, and take their food to go, whether consumed on the train, in the station or on their way home.
Danish Railway Rewards Customers
Whether a traveler is visiting sights around Denmark or commuting to and from work, DSB is making sure that travelers are happy, well-fed and feeling valued.
This DSB rewards program is not the first partnership with 7-Eleven, and most certainly not the last. Norstat Group, a leading European market research firm that offers comprehensive data and insights services to their clients using consumer panels to connect brands and consumers, partnered with Reitan Group’s 7-Eleven stores in Scandinavia to reward survey participants with points redeemable for food and beverage items in a very well-received program.
Rewards build a strong foundation for any loyalty program, winning customer loyalty with points earned by purchasing specific products, by visits, or by behavioral actions, and help encourage additional desired activity.
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About The Author
Carolyn Schnare, Chief Content Officer, Liquid Barcodes
Carolyn Schnare has been involved with the convenience retailing industry for nearly two decades with an extensive knowledge of customer engagement and marketing, sustainability and community outreach. Prior to Liquid Barcodes, Schnare worked at NACS (National Association of Convenience Stores) in a variety of roles from event production to membership and most recently as Director of Strategic Initiatives and host and producer of the popular industry podcast, Convenience Matters.