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From a local area marketing concept the 7/11 model simply can't stack up and what you should learn from their mistakes. $1 Slurpee's are a massive success" a spokesperson for 7/11 has been quoted as saying in various industry publications. So why are they in a mess? Let's break it down. The logic behind a strategic local area marketing campaign is to drive traffic and increase both basket size and profit. As 7/11 is positioned as a bolt on to a service station, one would think (trying not to use the 'assume' word) that the aim is to attract more drivers to stop and fill up? I would be interested if 7/11 took any statistics on the demographic of the purchaser of their $1 Slurpee's, I know my kids queued up for theirs and brought nothing else. Yes it drove traffic to t[...]