7‑Eleven Debuts 24/7 LIFE brand

New name, new look, and high quality. 7‑Eleven is launching a line of superior electronic accessories benchmarked for quality against top national brands. The accessories will be sold under the new 24/7 LIFE by 7‑Eleven brand, which will also include batteries, over-the-counter medications, health and beauty aids, cleaning supplies, paper goods, office supplies, wine accessories, travel-size toiletries and more.

In addition to the trademark 7‑Eleven green, red and orange colors, the new stylized script logo will appear in a variety of color combinations on more than 200 products.

Tim Cogil, 7‑Eleven senior director for private brands

“It’s important 7‑Eleven customers know they are getting accessories for their electronic devices that are benchmarked to meet the same standards as those from top manufacturers,” said Tim Cogil, 7‑Eleven senior director for private brands “To ensure compatibility with leading electronic brands such as Apple and Android, all lightning cables, chargers, and adapters are certified by a third-party firm. 7‑Eleven also has contracted with global trend forecasters about consumer trends and emerging products to stay out in front of rapidly changing technology trends.”

Electronics sold under the 24/7 LIFE by 7‑Eleven brand will be marketed in four categories (Audio, Cable, Charge, and More), each with its own specific color-coded packaging to help customers quickly and easily find what they need. Available at all participating stores, the electronics line will be especially helpful to customers who have an unexpected accessory “emergency” and stop in one of the many 7‑Eleven stores located near hotels, airports, and stadiums.

Available 24/7 LIFE by 7‑Eleven electronic accessories includes wireless charging pads, speakers, sound pods and earbuds; power banks and a variety of chargers and cables; wired sports earbuds, phone mounts, adapters, tech organizers and screen cleaning kits.

Another one of the convenience retailer’s nonfoods private brand options under 24/7 LIFE is over-the-counter medications. Flu season in the U.S. officially started this month, and 7‑Eleven offers several medicines that provide relief from cold and flu symptoms.

Participating 7‑Eleven stores carry dozens of value-priced over-the-counter drugs for pain relief, cold/flu/allergy, cough/sore throat, gastro-intestinal upset, sleep aids, as well as children’s strength medicines. All meet the same Food and Drug Administration (FDA) efficacy guidelines and standards of their national-brand counterparts, including product strength, dosing directions and package labeling..

Introduced in 1946, the 7‑Eleven brand reflected stores’ extended operating hours, a rarity more than 70 years ago. Less than 20 years later, 7‑Eleven tested 24/7 hours at a store off the Las Vegas Strip and another near The University of Texas football stadium in Austin. In addition to the Las Vegas stores, 7‑Eleven began expanding its hours at stores near colleges and universities. As America’s average age became younger and more jobs required late night and early morning shifts, 7‑Eleven became a round-the-clock operation to better serve its customers’ lifestyles.

“We provide customers with what they want, when they want it – 24/7, for life’s needs,” Cogil said. “Whether that’s wireless earbuds on the way to the airport, medicine for a sick child, sunscreen at the beach or detergent for laundry, 7‑Eleven has the products they need at a terrific value.”

Packaged food and beverages will continue to be sold under the 7-Select brand, which was introduced 15 years ago.

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Christopher Durham is the president of My Private Brand and the co-founder of The Vertex Awards. He is a strategist, author, consultant and retailer who built brands at Delhaize-owned Food Lion, and lead strategy and brand development for Lowe’s Home Improvement. He has consulted with retailers around the world on their private brand portfolios including: Family Dollar, Petco, Staples, Office Depot, Best Buy, Metro (Canada), TLW (Taiwan) and Hola (Taiwan). Durham has published five definitive books on private brands, including his first book, Fifty2: The My Private Brand Project. In 2017, he will debut his newest book, Vanguard: Vintage Originals, a visual tour of innovation and disruption in private brand going back to the mid-1800’s. Dynamic in his presentation while down to earth and frank in his opinions, he has presented at numerous conferences, including FUSE, The Dieline Conference, Packaging that Sells, Omnishopper and PLMA’a annual trade show in Chicago. Durham lives in Charlotte, NC with his wife, Laraine, and two daughters, Olivia and Sarah.