The Study of Point-collecting Activities in 7-ELEVEN Convenience Stores

Group membersAndy, Sally, Maggie,

Julie

Outline•I. IntroductionA. Background

B. Motivation

•II. ThesisA. Literature Review

B. Method

•III. Discussion

•IV. Conclusion

•V. References

I. IntroductionA. Background

The point-collecting activity originated in Japan. 7-ELEVEN’s first point-collecting activity in

Taiwan was held in 2005.

B. Motivation We are interested in 7-ELEVEN’s point-collecting activities.

C. Research Question

RQ1 •What is the evolution of point collecting activities at Taiwan’s 7-11 convenience stores?

RQ2 •What are the features of the gifts from the point-collecting activities?

RQ3 •What are the marketing strategies of 7-11’s gifts for point collecting activities?

II. ThesisA. Literature Review

1.• 7-11 was set up in America in1927.

2.• President Chain Store Corp(PCSC) introduced

the 7-11 system into Taiwan in 1978.

3.• In the mid-year of 2014, there are 5,000

outlets in Taiwan.

B.Method

Instrument

→ data from magazines and online information

The first stage: free gift with purchase of 77 NT dollars

RQ1: What is the evolution of point collecting activities at Taiwan’s 7-11 convenience stores?

The second stage: A reward point sticker was given instead of free gifts

The third stage: Certain reward point stickers & extra amount of money to exchange for gifts

RQ1

2005 77 NT dollars

2006 collecting five reward points

2007 to collect 10 reward point stickers instead of 5

2008Collecting 30 reward point

stickers and pay 39 NT dollars

1. function

purely decorative

more delicate

practical

RQ2: What are the features of the gifts from the point-collecting activities?

2. themes

• mascot

• current trend

• certain goods for free in 7-11

• special offers in other alliance enterprises

RQ3: What are marketing strategies of 7-11’s gifts for point collecting activities?

IV. Conclusion• higher requirements, more

exquisite and practical gifts

• combining activities with themes and current trend

• Free goods or special offers in other alliance corporations

V. References

• 7-ELEVEN 便利商店 http://www.7-11.com.tw/• 黃玉禎 (2011) 。超商「集點贈品學」大玩三套手法。 商業周刊， 1222 期。• 便利商店贈品吸引消費者購買意願的影響力 http://ir.lib.cyut.edu.tw:8080/handle/310901800/12738• 中時電子報 http

://www.chinatimes.com/newspapers/20140712000048-260202

Thanks for listening.