7-Eleven launched a total of four Snoopy concept stores in Hong Kong and Macau to showcase and generate awareness of its redemption programme, as well as to create a destination for Snoopy fans to visit and enjoy.
To coincide with Snoopy’s 70th birthday, 7-Eleven chose to collaborate with PEANUTS, the iconic cartoon strip featuring Snoopy and his friends. “HAPPINESS IS….” was selected as the overarching platform for the campaign; a famous catchphrase from the PEANUTS cartoons that encourages us to appreciate the little things in life.
In their latest redemption programme, 7-Eleven partnered up with PEANUTS and Japanese lifestyle fashion brand niko and… in their first ever crossover collection in Hong Kong to launch a series of eight colourful, stylish eco bags featuring Snoopy and the gang. To accompany the launch and promote the programme, 7-Eleven developed the idea of the Snoopy concept store.
The rationale behind the Snoopy concept stores was to bring the redemption programme to life and create an opportunity for customers to truly experience the wonderful world of Snoopy and his friends within selected 7-Eleven stores. Four locations were chosen to undergo the transformation; a hub of three stores in the high traffic district of Mongkok to create a “Snoopy Town” for added impact and one store in Macau. Each store is decorated individually in a special theme to represent a particular concept under the umbrella of the HAPPINESS IS… platform — Friendship and Togetherness, Sharing, More Hellos and A Day Out. The different fit outs not only flesh out the HAPPINESS IS…concept but also give customers a reason to visit each and every concept store to create and share even more happy moments.
To create a true 360-degree customer experience, stores were decorated from top to bottom. Special Snoopy touches have been added throughout including the shopfront, category signage, chiller and freezer doors, walls and, in some stores, even the ceiling! The finished stores look as though they have just leapt off the pages of a PEANUTS comic; shelving has been transformed to look like Snoopy’s iconic red doghouse and a custom-made gondola end display installed featuring a jumbo Snoopy figure driving a bright yellow school bus.
Team members at the Snoopy concept stores can also join in on the fun. An exclusive Snoopy x 7-Eleven T- shirt featuring the iconic Charlie Brown chevron stripe has been designed for them to wear within the stores.
One of the team’s primary objectives was to strengthen the brand association between 7-Eleven and the PEANUTS franchise in a fun and engaging way. Visitors to the concept stores can see Snoopy and his friends enjoy a range of 7-Eleven SIGNATURE products including Slurpees, Sundae and 7Café coffee and Hot Shot.
Snoopy’s influence is not just noticeable in the store decoration but also in the product range of these special stores. Each store contains a dedicated Snoopy corner where customers can purchase exclusive PEANUTS-themed merchandise including pet products, lunchboxes, cutlery sets and other accessories.
The Snoopy concept stores are a successful example of building on an already popular market promotion to give customers a fun and exciting store experience. The introduction of the concept stores elevates the redemption programme to another level, turning it into a platform to authentically connect with customers and reshape how they think and feel about 7-Eleven as a brand.