Dive Brief:
- EG America is adding digital cash back offers on select beer, wine and spirits purchases through a partnership with retail technology company Swiftly, the convenience retailer announced last week.
- The cash back offers, which are integrated into EG America’s SmartRewards app, will be available at all of EG America’s 1,500 stores across multiple banners, including Cumberland Farms, Loaf ‘N Jug and Turkey Hill.
- This announcement continues a busy year for EG America, which has undergone several major executive shifts, updated to its foodservice programs and overhauled its loyalty platform.
Dive Insight:
Only 54% of U.S. adults currently drink alcohol, according to a Gallup poll from this summer. That’s the lowest point in the 90 years Gallup has collected this data.
As alcohol sales continue to dwindle, cash back offers give EG America an additional way to appeal to those customers who are still drinking regularly.
The digital offers are also easier for consumers to redeem than former paper-based rebates, which had to be sent in via mail. The integration with EG America’s app lets customers check available offers more easily as well. Customers can redeem their cash back via PayPal, Venmo or a digital prepaid Visa card, according to the announcement.
“Our data shows these digital offers meaningfully increase basket size while delivering value far faster and more seamlessly than traditional rebates,” said Henry Kim, CEO of Swiftly. “We’re helping EG America provide a best-in-class digital experience, one that delivers real savings, strengthens loyalty, supports supplier partnerships, and delivers measurable results at the register.”
Swiftly also handles compliance with all laws and regulations, which can be complicated for retailers like EG America that operate in multiple states.
Digital cashback offers from Swiftly are now available at a number of major convenience retailers, including Circle K, Sheetz, ExtraMile, Rebel and MAPCO.
