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7-Eleven builds a best-value branding strategy

GROWING LINE. Packaging convenience and graphic consistency play big roles in the continuing growth of 7-Eleven's private-label
GROWING LINE. Packaging convenience and graphic consistency play big roles in the continuing growth of 7-Eleven's private-label

More sophisticated private-label approaches are coming to convenience stores too. 7-Eleven is one C-store chain that has embraced the power of packaging as it widens its own-brand assortment to help build shopper loyalty.

7-Eleven’s steadily growing line of 7-Select snack-cake, pie, mini-donut, and breakfast pastry products provides a snapshot of the chain’s thinking. The chain’s store-brand strategy is to be the lowest-cost selection while also offering shoppers convenience and value—with product quality that equals or surpasses that of national brands. In all, 7-Select was expected to encompass 260 SKUs by the end of 2009.

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