Learning PR Strategy and Communication from Seven-Eleven: Job Exchange Program Vol.3

It was just as the soft spring breeze began to blow that a special invitation arrived for Kishi from LOFT’s PR department. The sender? Seven-Eleven Japan. In the previous exchange, Kishi had welcomed a guest "exchange student" to her own workplace. This time, she was invited to step into someone else’s world.

“Would you like to experience the role of an OFC (Operations Field Counselor) at a Seven-Eleven store?”

That was the mission set out in the invitation.

The third installment of the Job Exchange Program takes us into the ever-familiar world of convenience stores. Seven-Eleven’s OFCs are responsible for supporting the operations and sales growth of seven to eight franchised stores each. And now, Kishi was set to experience this role firsthand.

As a PR professional, Kishi is usually focused on delivering product and company information through press releases and media channels to communicate brand value. Though she doesn't typically work on the store floor, the idea of "conveying brand appeal through products" is something that both LOFT and Seven-Eleven share.

At least, that’s what she thought—until she began to realize just how different the approaches could be, even if the goal was the same.

Kishi’s host store for the day was the Seven-Eleven Yokohama Okubo 2-chome Store. That familiar storefront now felt like a gateway to an unknown world. Sakai, the OFC for the Keihin Zone’s Yokohama South area, greeted Kishi with a warm welcome.

Wearing the Seven-Eleven uniform, Kishi was brought to the front of the store, where Sakai held a tray of samples for the newly revamped Melon Bread with a Crispy Shell and Fluffy Inside, launched April 1st.

Sakai enthusiastically offered melon bread samples to customers. For Kishi, recommending products wasn’t new—she often pitches to media—but seeing it done directly with customers opened her eyes to a new kind of hands-on communication.

Tasting new products is not the only thing that takes place at Seven-Eleven stores. In some areas, test sales of new products are also conducted. Numerous hit products have been created by observing the actual reactions of customers.

Next on the agenda was store inspection. Sakai handed Kishi a checklist used for regular evaluations to ensure the store remains a comfortable and safe environment for shoppers. OFCs typically use this checklist during their weekly visits to each store they oversee, always with the customer’s viewpoint in mind.

Then came a less obvious checkpoint: under the welcome mat at the store entrance. Rainwater and dust can build up and get tracked inside, making it an essential, though often overlooked, spot to keep clean.

Sakai's meticulous checks continue inside the store. He checks that the shelves are stocked with the right amount of products, that the glass in the beverage case is clean and polished, and even the inside of the freezer case.

In refrigerated cases, it is important to keep product displays at the proper height to ensure that cold air is well distributed.

Rather than just going through the check list, the inspection process was clearly aimed at building a pleasant shopping environment—one that builds trust and leads to better business results. It echoed PR in that it’s not just about communication, but about creating a sense of reassurance.

The final experience was in order management—a crucial task that directly affects store sales. Kishi sat next to Store Manager Hoshino as Sakai reviewed recent orders and offered feedback.
He is also responsible for daily sales and whether or not the timing of orders is appropriate.

Along with tracking daily sales and order timing, Seven-Eleven’s order system takes a uniquely convenience-store-centric approach. One surprise for Kishi was the emphasis on weather.

Ordering not based solely on current stock levels, but by anticipating customer needs based on environmental cues—that’s proactive inventory management. It’s backed by a robust system, but also relies on the human ability to grasp non-quantifiable trends.

Paying attention to numbers and trends is now a common part of many jobs. But it’s not just about predicting what will sell—it’s also about imagining what our customers’ lives will look like just a little further down the line.

Until now, Kishi had been focused on the differences between LOFT and Seven-Eleven.
But after spending the day together, she realized: “Maybe what we’re seeing isn’t so different after all.”

There’s a lot happening behind the scenes at a convenience store—things many people never notice. But within those details are signs of real care and attention, all aimed at creating a better experience for customers. The way each store is run reflects how deeply the staff thinks about both their customers and their stores.

The jobs of a Seven-Eleven OFC and a PR representative at LOFT may be different. But in the end, they share the same goal: To help more people discover and enjoy great products.
By learning about how Seven-Eleven builds its systems with so much care, Kishi may have gained a wider view of what it means to communicate effectively.

The "Job Exchange Program" will continue. The next invitation could be for you!