Dive Brief:
- Alimentation Couche-Tard has rolled out what it’s calling “the largest alcohol cashback program in U.S. convenience retailing” at over 4,300 Circle K stores, according to a company announcement.
- Couche-Tard is working with retail technology firm Swiftly on the program, which offers shoppers digital rebates on beer, wine and spirits almost immediately after purchase.
- This comes during a strong period for Couche-Tard’s company-wide alcohol sales, which have spiked since a change in legislation last September allowed the retailer to sell beer, cider, wine and ready-to-drink alcoholic beverages in over 600 stores in Ontario.
Dive Insight:
Since the legislation went into effect, Couche-Tard’s alcohol sales in Canada have been so strong that it more than offset the decline in tobacco in the region, President and CEO Alex Miller said during the company’s fourth quarter earnings call last month.
Although it’s early into the Swiftly partnership, Couche-Tard is already seeing strong alcohol performance in the U.S. due to the cashback program. Since the rollout in May, the program has improved rebate redemptions and conversion rates at Circle K stores, according to the announcement.
“Our customers are looking for convenience and savings, and this program delivers both,” said Jeff Lohnes, director of adult beverage for U.S. at Circle K. “By partnering with Swiftly, we’re not only bringing exciting offers to our shoppers but also further enhancing customer loyalty.”
Swiftly’s platform also automates state-by-state rebate compliance for alcohol suppliers and lets these brands connect to Circle K’s mobile users via real-time promotions by product, category and geography, according to the announcement. Such campaigns are supported by in-store signage, digital displays and a dedicated in-app cashback experience.
Couche-Tard also has access to Swiftly ‘s backend reporting tools as part of the program. These can help Circle K’s stores and suppliers analyze redemption rates and product performance by region, according to the announcement.
“Together with Circle K, we’re proving that compliant, digital alcohol promotions can be simple, seamless, and powerful,” said Henry Kim, co-founder and CEO at Swiftly. “This program enhances the value exchange between brands, retailers, and shoppers — creating stronger loyalty and driving long-term revenue growth.”
