How do you engender loyalty and return purchasing when you are, by nature, a fly-by quick stop establishment? You exploit the feedback loop of consumption and turn it into a rewards program! We were able to strategically input just the right amount of fun, frugality, and FREE to cause an almost religious adherence in 7-11's return customer loyalty program. Just because you're already stopping for something shouldn't preclude you from getting something extra out of it. Our loyalty program rewards customers just for being there.