What is Headless Commerce?

Headless Commerce architecture

ince 2019, we have been on a mission to develop a headless commerce system to facilitate ‣ with these tech capabilities:

• Headless Digital Order Management system centralizes orders from all channels and dispatches them to stores in real-time, eliminating clutter and streamlining store operations. 6 platforms integrated so far, contribute 5% to total chain revenue.
• ‣: Online listings are updated with real-time inventory, accurate to the minute. This results in a lower cancellation rate of 6%, compared to the standard 15%-20%.
• ‣ and Listing Management: create and manage online assortments and promotions across channels in one place. Minimized operational costs, 2 people managing a thousand online stores (6 platforms and 4 brand official stores).

Customers Values

• Conveniently find 7-Eleven and its products on their preferable platforms. Enjoy deals from both 7-Eleven and the platform.
• Instant delivery from the nearest 7-Eleven store.
• They can see it, they can buy it. No worry about out-of-stock products.

Partner Values (‣)

• Operate partners’ virtual stores with a fulfillment layer handled by 7-Eleven. There are 4 partners’ official stores operating currently. Those official stores expanded 25% revenue of the brands at 7-Eleven.

7-Eleven on different channels (2022)

7-Eleven app

7-Eleven on ShopeeFood

7-Eleven on GrabMart

What is Convenience Loyalty (Headless Loyalty)?

Headless Loyalty architecture

In the convenience store business where purchases are usually small and quick, requiring customer to download an app may be too much to ask.

Since 2020, we have partnered with payment giants MOMO and Zalo to integrate 7-Eleven's loyalty program into their app. By linking their account, users can earn points and receive rewards simply by making payments, without the need for an extra app or additional steps such as scanning a member code or entering a phone number.

• ‣: Apply an API-First approach in partnership with e-wallet, universal loyalty programs, to facilitate the user registration and point accumulation processes. Resulting in high ‣, with 25% customers being captured via our headless loyalty program. In some campaigns more than 60% of new users enroll in the loyalty program through the partner’s platform.
• ‣: Processes all transactions and user behaviors from all channels (including Grab, ShopeeFood…) to develop customer insights and for future ML application.
• Brand loyalty: In addition to 7-Eleven's loyalty program, we offer the service of operating FMCG brand loyalty programs such as Pepsi Coin or Heineken's Chill Point. With the brand's investment, we attract more users to the platform.

7-Eleven on different channels (2022)

Brand loyalty campaign on 7-Eleven App

7-Eleven mini-app on MoMo

7-Eleven on Taptap

Enjoying what you're reading? Stay connected with us on LinkedIn and 7-Eleven Viet Nam Engineering Blog . We have been driving the digital transformation of 7-Eleven Vietnam since 2015. Our work encompasses the entire retail chain management system and innovative consumer-facing products with 7-Eleven Headless Strategy

By the way, we are actively seeking talented Java Engineers and QA Engineers. Apply here!

Untitled Database