US convenience giant 7-Eleven has launched a new “lab store” in Dallas, Texas featuring innovative new offerings including beer on tap and the ability to pay via smartphone.
Its new experimental store format will serve as a “testing ground” for the retailer, allowing customers to test out new initiatives with a view to rolling them out across its formidable global 67,000-store estate.
This includes the introduction of scan and pay technology, letting customers scan and pay for their items via their smartphone avoiding any checkouts.
Furthermore 7-Eleven has installed numerous food and drink offerings including the integration of the Laredo Taco Company, which it acquired in 2018.
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Made-to-order drinks including coffee, cold pressed juices and smoothies will be available, alongside an ice cream bar and freshly baked cookies and pastries.
A dedicated craft beer and wine section called the Cellar will also offer local beer, cider and ale on tap.
“A lot has changed in retail and continues to change rapidly, especially the shopping experience,” 7-Eleven’s executive vice president Chris Tanco said.
“This lab store is customer-focused and will explore new ideas that weren’t even on the retail radar a few months ago.”
“7-Eleven stays at the forefront by pushing the boundaries and being unafraid to try new things. This new lab store will serve as a place to test, learn and iterate new platforms and products to see what really resonates with customers and how we can use those learnings to influence future store designs.”
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