Rita E. Bargerhuff, VP Marketing, 7-Eleven Keynote at Forrester Marketing Forum

 

Rita Bargerhuff at Forrester Marketing Forum

Why Risk It?

• Today’s environment calls for change
• Change = Risk
• Status Quo = Potential irrelevance
  • You cannot continue to do the same things and expect different results
  • You cannot do things just because they worked in the past
  • You cannot afford to fail

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“Customers are not doing nothing. They’re just doing something different, and somebody’s going to benefit from that.”

Taking risk the right way:

• Right for your brand
• Right for your consumer
• Right for your stakehodlers
• Right for the “environment”

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Forrester’s Emily Riley and 7-Eleven’s Rita Bargerhuff

Discussed converting 7-11 stores into Kwik E. Marts for

Risk:

* A negative stereotype of our store: “An Indian store owner who sells Chutney Squishees, heat lamp dogs, and overcharges customers”

Why It Was Right:

* Relevant to brand, resonated with target customer, ownable, perfect environment, many legs, great partner in FOX, unique

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Seattle Kwik E. Mart Image via Grundlepuck on Flickr

Update: View the official photo set on Flickr (via Jeremiah Owyang on Twitter)