7-Eleven: Cross-Promotion and Private-Label Devotion

7-Eleven Inc. has teamed with department-store retailer J.C. Penney Co. for a creative cross-promotion while also committing to the expansion of its private-label products, the Dallas Morning News reported.

7-Eleven and J.C. Penney Co. are using the cross-promotion as a test in Dallas-area stores this week, as well as stores in Chicago, Los Angeles and Miami in hopes of generating incremental sales, the newspaper reported.

J.C. Penney stores are distributing fliers for a free 12-ounce cup of coffee at 7-Eleven stores, redeemable the day after Thanksgiving through Sunday. 7-Eleven is using its checkout areas, coffee counters and easel displays to post tear pads offering Penney coupons good for $10 off purchases of $50 this Saturday.

7-Eleven has never done a cross-promotion with a clothing or department store before, Margaret Chabris, 7-Eleven’s spokeswoman, told the newspaper.

Additionally, the Dallas Morning News reported that 7-Eleven is expanding its private-label products as consumers are seeking more store brands to save money. The chain is developing 180 private-label grocery items that are 10% to 20% cheaper than national brands, the newspaper said.

So far, 32 items marketed under the 7-Select name – including cookies, candy, nuts, potato chips, beef jerky, trail mix, chocolate-covered pretzels, raisins and peanuts – are in stores. The rest of the 7-Select items will be in stores by the first quarter.


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