A new smartphone app has enabled users in Dallas, Texas to order products on-demand for either delivery or pick up.
7-ElevenNOW is currently being tested across 10 7-Eleven stores and is expected to roll out to other USA locations in 2018.
The app is available on both Google Play and Apple and customers who download it are eligible to receive their first delivery free.
7-Eleven Chief Digital Officer Gurmeet Singh said: “Today’s digitally savvy consumer expects a wide range of options right at their fingertips and 7-Eleven is delivering on that promise”.
“We continuously ask our consumers how we can make their lives better, and 7-ElevenNOW is a proprietary solution to their on-demand needs,” he said.
“The app will enable our customers to get the products they want, when and where they want them, quickly and conveniently. This is redefining convenience.”
Customers can choose from direct delivery to their location or have their order prepared for them to pick up at their convenience.
7-Eleven President and CEO Joe DePinto said: “7-Eleven has a legacy of innovation”.
“We have been pioneering new trends in the convenience industry for 90 years,” he said.
“Our company was the first to offer coffee in to-go cups, operate 24/7 and provide a self-serve soda fountain.
“7-Eleven will always look for innovative ways to reach and excite our customers and maintain our leadership position in convenience retailing.
“Today, that means redefining convenience through digital innovation,” he said.
The new app innovation follows on from a string of other recent innovations including the 7Rewards app and 7-Eleven Bot on Facebook Messenger.