Digital promotions network Ibotta has partnered with 7-Eleven to serve as the sole third-party provider of consumer-packaged goods (CPG) offers across the retailer’s app ecosystem, excluding age-restricted products.
The deal covers the 7-Eleven, 7NOW and Speedway applications, giving Ibotta a route into more than 11,500 US store locations and over 100 million loyalty members through its Performance Network platform.
Go deeper with GlobalData
Discover B2B Marketing That Performs
Combine business intelligence and editorial excellence to reach engaged professionals across 36 leading media platforms.
Ibotta founder and CEO Bryan Leach said: “7-Eleven and Speedway stores represent a significant opportunity for CPG brands with enormous purchase volume. We are excited to bring our leading digital offer content and best-in-class measurement capabilities to 7-Eleven.”
Under the terms, CPG brands will be able to run pay-for-performance promotions across 7-Eleven’s properties, with payment triggered only once a verified sale of their product takes place.
Shoppers, meanwhile, will be able to clip Ibotta-enabled offers within the 7-Eleven apps before completing purchases in store, at fuel pumps, or through delivery orders.
The agreement pushes Ibotta further into convenience retail, carrying over the measurement and accountability approach it has built in the grocery and delivery sectors.
The company’s Performance Network is set to introduce closed-loop measurement for CPG promotions to the convenience channel for the first time at this scale, according to the announcement.
7-Eleven chief product officer Yaqub Baiani added: “Joining with Ibotta gives CPG brands a leading performance-based solution inside one of the most powerful loyalty programs in convenience retail.”
The move comes shortly after 7-Eleven’s parent company, Seven & i Holdings, secured Y300bn ($1.91bn) via a third-party share allotment involving SoftBank, PayPay and Sumitomo Mitsui Card, as the Japanese retail group builds out a broader alliance covering digital payments, loyalty programmes and AI-driven store operations.
The 31 July agreement sees each of the three investors subscribe for Y100bn worth of shares, equivalent to 48.30 million common shares in Seven & i.
The capital injection underpins a wider set of business collaborations between Seven & i and Seven-Eleven Japan on one side, and SoftBank, PayPay, LY Corporation and Sumitomo Mitsui Card on the other.
