Liquid Barcodes


What I Know For Sure About Loyalty: Samir Modi, 24 Seven India

Paula Thomas, Chief Content Officer, Liquid Barcodes


Samir Modi

Samir Modi, Owner, 24 Seven India

This article first appeared on Global Convenience Store Focus.

24 Seven is a round-the-clock convenience store format based in New Delhi, India. First unveiled in 2005, the business is an initiative by Modi Enterprises – one of India’s most successful conglomerates, with company revenues of over $2.8 billion.

With seventy stores currently and annual reported revenues of 190 Crore ($28mn), 24 Seven is a company with extraordinary ambition – and the power to make things happen. Committed to bringing global best practice to the Indian convenience store market, it has announced plans to grow its footprint to over 10,000 stores in partnership with the Indian Oil Corporation’s petrol outlets and is already ramping up, with new stores now opening at a rate of one every two days!

Given these ambitious plans in an intensely competitive market of price-conscious customers, we interviewed the company owner Mr Samir Modi, to find out what he knows ‘for sure’ about ensuring his customer’s loyalty. As a businessman, his academic background includes studies in Harvard Business School, ensuring the global perspective necessary for driving success in business in such a competitive country, but his 24 Seven store opening hours are not the only unique selling point he has created. Mr Modi has created an infrastructure where customers can pay bills, avail of financial services and even buy movie tickets, becoming an indispensable part of daily life in the capital city of India.

24 seven logo

24 Seven’s strategy is clear and compelling, and the brand is enjoying a unique relationship with customers as a result. 24 Seven is creating a destination – stores where customers will want to hang out – much like the ‘third place’ concept that Howard Schultz articulated when he created Starbucks. It encompasses style and music and the experience of a high-end café, unlike anything Indian customers have experienced before.

The one thing that Samir Modi knows for sure is of critical importance is using technology to help create a unique experience, atmosphere and in-store ‘vibe’ that drives loyalty. He believes that products and store concepts can seem similar to customers, but investing in loyalty technology is a strategy that is creating additional unique selling points for his brand through compelling experiences for his customers. Those relationships will keep customers choosing 24 Seven – beyond the essential basics of speed and convenience – an O2O (online to offline) marketing approach.

Like most convenience stores worldwide, 24 Seven had previously experimented with offline coupons and promotions, and concluded that they weren’t impactful. Traditional coupons were not sufficiently controllable in real time throughout the store network, and customers then took advantage of campaign weaknesses to avail of free products that they weren’t entitled to. The difficulties in managing campaign risks meant paper coupons were simply not viable or effective at driving loyalty.

24 seven store

Since his decision to invest in a digital loyalty platform, the company has successfully rolled out a number of exciting customer campaigns, offering instant rewards when customers download the app, incentives such as ‘refer a friend’ to drive adoption, as well as probability and performance games.

But Modi says these are just the tip of the iceberg. He is planning even more exciting ideas for develop a truly differentiated approach with his customers. Occasional shoppers will pay normal retail prices but customers using the app will get consistently better deals. Every product will show two prices, leaving customers in no doubt how their loyalty is being rewarded – every single time they shop.

stars of deliciousness

This ‘instant savings’ loyalty strategy has proven immensely successful in other countries – such as the WRewards programme in South Africa so there is no doubt it will be equally effective in India if it can be well executed.

No matter what strategy they’ve considered, their loyalty platform – Liquid Barcodes – already offers the full extent of technology capabilities they need to deliver on this vision, so 24 Seven are delighted their investment is as scalable as their ambitions. This strategy will leverage leading-edge functionality such as geo-fencing, and 24 Seven say they are ‘willing to try anything’, from games, to on-shelf video promotions to achieve the ‘digital vibe’ and sense of innovation that Indian customers love.

24 seven app

In closing, I asked Mr Modi about supplier relationships and the value that true partnership with them can offer to make his vision a reality. He admits the company hasn’t previously had the volumes to excite all of the big supplier brands but that’s definitely changing with Unilever already on board offering every 5th ice-cream free within the stamp card functionality in the app. In addition to familiar and iconic brands, 24 Seven will source more products globally, delivering international and exclusive experiences that have not been seen before in the New Delhi market.

Some further research reveals a man with plenty of passions in his personal life as well as his professional achievements, including his family, his beloved Mini Cooper, his Ferrari and also cooking at home. Working with Samir Modi is exciting, ambitious and innovative and I for one, will be watching with interest to see how 24 Seven achieves its vision, so stay tuned and subscribe to our newsletter for future updates on this exciting retail story.

About Liquid Barcodes

Liquid Barcodes is a leading global loyalty marketing technology company specialised 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 the author:

Paula Thomas

Chief Content Officer, Liquid Barcodes and Independent Loyalty Consultant

With over twenty-five years marketing experience, Paula specializes in loyalty marketing consulting, advising and managing consumer loyalty propositions, loyalty strategy and operations. In addition to her work with Liquid Barcodes, her clients have included Telefonica O2, Three Mobile, Electric Ireland, Allied Irish Bank as well as Avios. She is also a judge for the Loyalty Magazine Awards.


Blog post

Paying for Fuel With an App Is Convenient… Until It Isn’t

Paying for fuel using a stored payment method through your smartphone and the store’s app is an amazingly convenient concept. Drive up, link your phone and the pump, pick your payment method, and fuel up. In under 5 minutes, your fuel tank is full and you’re on your way and you never touched a payment […]

Blog post

For the Love of Convenience

This summer, my family took the proverbial summer road trip vacation. First, we drove from our home in Virginia up north to the great land of lobstah in wicked cool New England. After that, we drove from there down to the endless sandy beaches in the Outer Banks of North Carolina.     1,500 miles! […]

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