What was the goal?

To reposition Lucky 7 as a nationally recognised convenience banner group by modernising its retail identity, formalising supplier relationships, and building a scalable promotional and operational framework. The objective was to create a fully formatted retail program that could support independent store owners while driving commercial growth and brand consistency across Australia.

Solution:

1. The redevelopment of the Lucky 7 banner was a comprehensive transformation that touched every aspect of the business—from brand identity to operational execution. At its core was a strategic vision to unify independent convenience retailers under a nationally recognised banner, while preserving the flexibility and local relevance that made these stores successful.
2. A new retail look was designed and rolled out across the network, modernising store presentation and creating a consistent customer experience. This visual refresh was supported by the establishment of a dedicated national field force—trained professionals who provided on-the-ground support, ensured compliance, and helped store owners implement promotional activity effectively.
3. To drive commercial performance, a structured national promotional program was introduced. This initiative not only elevated the brand’s visibility but also generated over $1 million in annual promotional income, creating a sustainable revenue stream for the business. Behind the scenes, national trading terms were negotiated and formalised with supply partners, giving Lucky 7 members access to competitive pricing and reliable product supply.
4. A marketing team was built from the ground up to execute both local and national campaigns, supported by research into competitor activity and emerging trends. Sponsorships such as Lucky 7 Racing, along with conferences and events, were leveraged to build brand equity and foster community among store owners. Every element—from PR and press activity to budget oversight and ROI measurement—was managed with precision and purpose.

Results:

The impact of this transformation was both immediate and enduring. Lucky 7 evolved from a loose collection of independent stores into a fully formatted retail operation with national reach.

1. The new promotional program became a cornerstone of the banner’s commercial strategy, generating over $1 million annually and providing consistent value to members.
2. Supplier relationships were strengthened through the establishment of formal trading terms, resulting in more than $40 million in direct sales volume. This not only improved margins and product availability for retailers but also positioned Lucky 7 as a serious player in the convenience sector.
3. The introduction of a national field force created a new layer of operational support, improving store-level execution and ensuring that brand standards were upheld across the network. Marketing efforts—both local and national—drove awareness and engagement, while sponsorships and events helped build a sense of identity and loyalty among members.

Ultimately, Lucky 7 became a trusted banner for independent convenience operators, offering the structure, support, and strategic direction needed to compete in a rapidly evolving retail landscape.

Summing up

The redevelopment of Lucky 7 was more than a facelift—it was a strategic overhaul that aligned brand, operations, and commercial outcomes. By combining retail expertise with disciplined execution, Lucky 7 became a trusted banner for independent convenience stores, offering national reach with local relevance.

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