7-Eleven Completes Renovation of Six Former Apple Markets

ROANOKE, Va. and DALLAS -- 7-Eleven Inc. has expanded in Virginia's Roanoke Valley with the completion of its renovations to six former Apple Market convenience stores, according to a WDBJ7 report.

7-Eleven acquired the Roanoke and Salem, Va., stores from Workman Oil Co. in June, as CSNews Online previously reported. The company has since completed the stores' renovations and added features such as more hot foods, a coffee bar and Slurpee machines. Many Apple Market employees kept their jobs, according to the report.

"We took over the first wave of stores back in the beginning of June," said Eddie Lane, field consultant for 7-Eleven. "Second wave was middle of June, and we've been working hard and steadily at it since then."

The company currently operates approximately 700 stores in Virginia.

Additionally, 7-Eleven is on track to become one of the nation's largest digital out-of-home networks in the wake of a deal the company struck with digital network provider Digital Display Networks Inc. (DDN) in 2010, according to a Digital Signage Universe report.

DDN, which first piloted the new 7-Eleven TV advertising network in 500 stores in New York, Los Angeles and Chicago, is currently rolling out 7-Eleven TV to more than 6,200 locations in the United States and Canada, according to the report. When the process is completed by the fourth quarter of 2012, 7-Eleven TV is expected to reach an estimated 190 million monthly viewers and drive more than 2.3 billion annual impressions.

This April, DDN also announced it had reached a deal with ABC Regional Sports and Entertainment Sales to be the exclusive advertising sales representative for 7-Eleven TV. The network's programming will include a mix of national and local entertainment news, weather, exclusive content tailored to individual c-store shoppers, and commercials for 7-Eleven's signature brands and special 7-Eleven promotions, the report stated.

Network programming will also be divided into multiple dayparts in order to promote items when they are most relevant to customers. Additionally, the network will provide in-store spots for products carried within 7-Eleven stores.

Each store that offers 7-Eleven TV is equipped with two 42-inch LCD high-definition digital signage displays with directional audio provided by Panphonics' Attention Booster Solution, which provides directional audio directly to viewers positioned near the displays in order to create a targeted audio experience.

"The 7-Eleven TV network is predicated on efficiency of design and message," said David Veckerelli, co-CEO of DDN. "The installation of strategically-placed high-definition monitors, with directional audio, speeds delivery of product information, special promotions and other information to customers prior to the point-of-purchase."