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TECHNOLOGY | Staff Reporter, Australia
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7-Eleven reveals strategic partnerships with Adobe, Microsoft to accelerate digital strategy

The chain says customers expects brands to provide digital channels which complement the physical retail experience.

7-Eleven has entered strategic partnerships with Adobe and Microsoft to accelerate its digital strategy, the company announced.

Through Adobe and Microsoft, the convenience chain said it would be able to leverage ecosystems of “products that worked together, reducing the complexity of systems and multiple individual vendors.”

“The convenience customer now, but even more so by 2030, expects brands to provide digital channels which complement the physical retail experience,” 7-Eleven general manager of strategy and technology Stephen Eyears said.

“Our technology ambition is all about making our customers’ lives easier by providing products and services when, where and how they want them.”

Eyears expects the partnerships to give them a “more sophisticated plug and play capability for new innovations.”

“We’ll also be able to spin up trials and capture new opportunities much more quickly and deliver personalised value for customers while reducing the impact these innovations can sometimes have on our store teams,” he explained. “The way we do business is going to become simpler, easier and much more efficient.”

Adobe Australia and New Zealand managing director Suzanne Steele said the company had been working with 7-Eleven on its strategic digital transformation for more than 18 months.

“It began with discovery and strategy workshops and continues to this day collaborating with many stakeholders on new innovations, delivery and implementation services,” she said.

“By building its unique, multi-channel customer journey, enabled across Adobe Experience Manager, Campaign, Analytics, Commerce Cloud and Microsoft Dynamics 365, the team at 7-Eleven and Adobe Consulting Services (ACS) has gone live with the ‘My 7-Eleven app’ and a new digital front door and website, offering customers personalised digital experiences at scale.

Microsoft Australia managing director Steven Worrall said he was “delighted” to be partnering with 7-Eleven on its ongoing digital transformation.

“We have worked with the business to transition its data centres and SAP environment on to the Azure cloud and are now partnering as 7-Eleven hones its data and platform strategy designed to accelerate the opportunity for innovation,” he said.

“Creating a single source of truth for the enterprise and providing Power BI to franchisees will deliver unprecedented insights about how the business is performing, right down to store level and where there are opportunities for improvement.”

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