The move comes as the chain explores various outlet models.
7-Eleven Australia has opened a B2B/B2C hybrid microformat store, part of the chain’s ongoing plan to innovate its offer, processes, models and technology.
Located on the 27th floor of a building in Brisbane’s CBD, the eight square metre store offers a selection of the full 7-Eleven range, adapted based on the insight and expertise gained from the company’s recent CBD transformation store formats.
7-Eleven CEO and managing director Angus McKay said the new format allows employers to provide an on-site food and beverage solution for their teams without having to operate the facility themselves.
“This store lets us test how we can use our unique model and technology platforms to serve our customers’ needs differently. We started some of the testing in our cashless cardless store at our office in Melbourne, and this Brisbane store is the second of our external microformat sites,” he said.
Only accessible to company employees, the Brisbane store allows them to scan their own products using 7-Eleven’s mobile checkout app, then process their payment directly from the phone.
“There’s no queuing, no register, and it’s 100% digital and contactless,” McKay added. “The results of this microformat store will provide us with strong insight for the formats that would be valuable additions to our store network as it continues to expand.”
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