October 08, 2015 // Franchising.com // DALLAS – 7-Eleven has given its Franchise recruitment website a facelift to better reflect the ease of applying for one its store franchises. In fact, the company branded its franchise process as “Franchisease” (http://franchise.7-eleven.com/franchise/home).
“We are emphasizing that it is easy for qualified candidates to apply for, own and grow their number of franchise stores in areas where we do business,” said Greg Franks, 7-Eleven vice president of franchise systems. “The website’s look is more modern and simplified. It’s easier to navigate and has cleaner lines imagery and text.”
But the re-branding team did more than just update the look, the department did months of research on what makes a site appealing, and analyzed where webpage visitors landed and lingered, as well as what competitors were doing online.
“More importantly, we wanted to be mobile device-friendly,” said Franks. “We serve people who are on the go, connected 24/7 and want content delivered to their fingertips, and this includes being mobile-device friendly.”
Imagery is dominant on the pages. There is more interaction and even some animation. Social media is imbedded. There are more original content, blogs and franchisee profiles explaining the benefits of a 7-Eleven franchise and showcasing the company’s technology and operations support.
The site is divided into three easily digested segments: the basic contract, the applicant’s experience and financial information.
Something that no other franchise company offers is “Franchising 101,” a description of what franchising is all about. It’s more of an education rather than a sales tool and includes a glossary of terms to help the novice understand, for example, what a “franchise disclosure document” is.
Franks said shortly after the new website was launched in late summer, the team saw the number of applications rise.
“We believe our new approach is paying off,” added Franks. “Visitors are staying longer on the pages and the bounce rate (exiting the site) has gone down.”
7-Eleven, Inc. continues to grow and expects to have a net of approximately 200 stores added to its U.S. store count this year.
7-Eleven, Inc. is the premier name and largest chain in the convenience retailing industry. Based in Dallas, Texas, 7-Eleven operates, franchises or licenses nearly 10,700 7-Eleven® stores in North America. Globally, there are more than 57,200 7-Eleven stores in 17 countries. 7-Eleven has been honored by a number of companies and organizations recently. Accolades include: #1 on Entrepreneur magazine’s 2014 Top Global Franchise list; #2 on Franchise Times Top 200 Franchise Companies for 2013; #10 spot on Entrepreneur magazine’s Franchise 500 list for 2015, and #3 in Forbes magazine’s Top 20 Franchises to Start. 7-Eleven is No. 3 on Fast Company magazine’s 2013 list of the “World's Top 10 Most Innovative Companies in Retail.” 7-Eleven places among Top Veteran-Friendly Companies for 2014 by U.S. Veterans Magazine and is among GI Jobs magazine’s Top 100 Military Friendly Employers for 2014. Hispanic Magazine named 7-Eleven among its Hispanic Corporate Top 100 Companies that provide the most opportunities to Hispanics. 7-Eleven is franchising its stores in the U.S. and expanding through organic growth, acquisitions and its Business Conversion Program. Find out more online at www.7-Eleven.com.