7-Eleven, through a new smartphone app, is testing on-demand ordering for delivery or instore pickup at select Dallas locations. The app, called 7-ElevenNOW, is available for customers in the Dallas area to utilize at 10 downtown and uptown locations.

"Today's digitally savvy consumer expects a wide arrange of options right at their fingertips and 7-Eleven is delivering on that promise," says Gurmeet Singh, 7-Eleven's chief digital officer. "We continuously ask our consumers how we can make their lives better, and 7-ElevenNOW is a proprietary solution to their on-demand needs. The app will enable our customers to get the products they want, when and were they want them, quickly and conveniently. This is redefining convenience."

Customers can choose to receive a direct delivery to their location through the app, or they can pick up their prepared order at the participating store of their choice within the 7-ElevenNOW footprint.

To use the 7?ElevenNOW interface, shoppers open the application and choose which option they prefer: delivery or pick-up. If delivery is selected, the app will auto-locate the nearest participating store and, once the order is placed, send it to a courier service. The courier then picks up the customer’s prepped products at the store and delivers them to the customer’s location. If shoppers choose pick-up, they select the items they want as well as the store they prefer for pick-up. The order will be waiting for them at the register. Customers can pay for both delivery and pickup via the app.

“7?Eleven has a legacy of innovation,” says7?Eleven President and CEO Joe DePinto. “We have been pioneering new trends in the convenience industry for 90 years. Our company was the first to offer coffee in to-go cups, operate 24/7 and provide a self-serve soda fountain. 7?Eleven will always look for innovative ways to reach and excite our customers and maintain our leadership position in convenience retailing. Today, that means redefining convenience through digital innovation.”