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Convenience store gets ‘Instagrammable’

Philippine Seven Corporation has rolled out the latest 7-Eleven Store of the Future third generation design concept in 100 stores around the country in a bid to meet the changing demands of Filipino consumers. 

The 7-Eleven Store of the Future third generation design concept features orange lighting that complements the trellis and wood finish interior. 
The new design evolves in the terra cotta theme—an “Instagrammable” concept—that makes use of the color orange that appeals to bright, young customers, as in millennials and Gen Z. 

Some branches already have product signs, wall portions, advertisements, counters, and shelves designed or painted in orange. Some seats and tables in the dining area of selected stores are also painted with orange accents.

The terra cotta design complements the store’s trellis interior and brown accents previously implemented in the first and second SOF designs. Overall, the new design layout aims to give customers that “feel at home” and relaxed experience as they enter a 7-Eleven store.

7-Eleven’s first SOF design upgrade was launched in 2012, during which the stores were redesigned following the pattern of 7-Eleven Taiwan c-stores, but are customized to fit the preference of Filipino customers. 

Stores were de-cluttered and illuminated with a combination of LED and natural lighting. 

The de-cluttering of stores contributed to smooth customer flow which gave 7-Eleven loyal patrons a better shopping experience. With the application of LED lights and inverter equipment in its SOF1 design, stores immediately benefitted from about 3 percent savings in electricity cost per month.

Some of the elements of the three stages of Store of the Future include making use of LED lights and the display rack of Crunchtime Chicken placed at the counter with orange signs. Stores with bigger floor area get bigger dining areas, too.
Further, the addition of the fast food island brought perishable, fresh food, and other products closer to on-the-go customers.

The SOF2 design, meanwhile, applied institutional, hip modern, and industrial design concepts. There were also additional new amenities like common toilets, an upgraded dining area, bills payment via the CLiQQ machine, or services such as ATM and Wi-Fi depending on the needs of each store.

The design inspiration for SOF3 was formed by identifying the volume of consumers in the country, its market and trade area, which store design and sections to highlight, why a store needs to be upgraded, and when the upgrades will be rolled out to pilot stores.

Also included in the SOF3 design concept is the highlighting of 7-Eleven’s very own Crunchtime Chicken. It now has its signature orange-colored Crunchtime sign. 

There is also a new addition to the store’s already impressive roster of refreshments such as the Cool U slushie.

And for those who patronize its e-commerce services, customers will appreciate the new look of the in-store CLiQQ machine. From a plain white terminal with a touchscreen display, it’s redesigned to look like a robot with a head. It’s also equipped with a camera and a bigger touchscreen display.

Coffee and tea lovers are given a big treat when 7-Eleven opened its first City Blends Cafe in its Taguig branch recently. Instead of self-service coffee from stand-alone machines, a barista attends to and prepares the drinks ordered by customers and has a distinct dining area just like a regular café. 

City Blends Cafe offers a variety of hot and cold coffee and tea which can paired with 7-Eleven’s selection of pastries.

7-Eleven is currently identifying other branches where it can establish other City Blends Cafe so that coffee lovers won’t have to go far just to get a hot cup of Joe.

In a statement, PSC said all 7-Eleven stores will carry the new SOF3 design. 

Topics: Philippine Seven Corporation , 7-Eleven Store of the Future , Crunchtime Chicken
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