7-ELEVEN “Bring Back Love” - Creating a Community Care Network for Senior Citizens
7-ELEVEN把愛找回來-建構銀髮族社區照顧網絡
President Chain Store Corporation
INTRODUCTION
Taiwan transitioned into an “aging society” in March 2018 and it is expected that the elderly population will exceed 20% of the total population by 2026. Furthermore, the report from the Ministry of Health and Welfare suggested that 40% of the disabled in Taiwan who are in need of long-term care are lacking assistance and care in their everyday lives. It is clear that there is an urgent need to provide assistance for the elderly to live comfortably at home. PCSC collaborated with public welfare organisations with complementary skills by making good use of PCSC’s high density of channels (stores) advantage where they not only generate sales but also provide services to fully serve the function of community-care stations. The capabilities of the stores are used to care for disadvantaged senior citizens, as well as provide meals, and physical and psychological healthcare. The aforementioned projects are promoted to demonstrate the spirits of United Nations’ Sustainable Development Goals (SDGs).
FRAMEWORK AND STRATEGY
PCSC expects to help reduce the gap by leveraging the power of its network channels. Since 2014, PCSC started with services in the eating, living and entertainment category, healthcare and transportation was then included in 2015 and 2016 respectively. All these services was created and implemented in order to improve the lives of the elderly. The activities held in stores are to provide lifestyle assistance to those in need, to strengthen the connection between the store and the public, enhancing customers’ shopping experience and engagement. In the process of interacting with the public, PCSC has gained valuable insights of consumers’ potential needs on health, nutrition and other living needs in order to improve services and products. PCSC continuously promotes social welfare project to strengthen consumer loyalty and brand recognition.ACHIEVEMENT AND IMPACT
PCSC hopes that with the assistance from the wide variety of initiatives targeted toward all living aspects, it would help improve the situation of insufficient resources in rural communities. For the key projects, the following project targets were established in the 2019 CSR report. The “Food” project, the service of Good Neighbour meal delivery team will be expanded to the outlying islands in 2020. It is estimated that a total of 65 stores will provide 26,000 meals. In 2024, the service will be expanded to all 12 counties and cities in Taiwan, as well as the outlying islands of Taiwan, with an estimated 90 stores offering 30,000 meals. The “Healthcare” projects, the target in 2020 is to implement “What Time Is It? Café” in 10 stores and offer internship jobs to seniors and reach 900 in-store internships. In 2024, target for the in-store internships is expected to reach 1,500, and cumulatively internships is expected to reach 6,000 by 2024.FUTURE DIRECTION
Senior care service is PCSC’s first welfare strategy to be integrated in the retail stores to meet the needs of Taiwan’s aging population. It fully utilises the convenience stores advantages of easy access and the high density of stores found in all regions. These advantages complements the services provided by the various social welfare groups which PCSC works with to provide care to the elderly. In the retail service industry, there are no other cases similar to these projects fulfilled by PCSC, where senior care services are provided in the stores. Disadvantaged senior citizens is one of PCSC’s main themes of public welfare strategic initiatives. Funding, manpower and materials are regularly provided each year to maintain the development of projects related to this theme.
President Chain Store Corporation (PCSC) introduced 7-ELEVEN to
Taiwan and was the first to offer 24-hour services with bright and
clean stores that immediately meets customer expectations. Their
unchanging mission is to provide comprehensive services and to
create a brand new high-quality lifestyle.
