Dive Brief:
- Kwik Trip has added a new form of personalized offers to its loyalty program through a partnership with AI company Eagle Eye, according to a Wednesday announcement.
- Through this partnership, which is Eagle Eye’s first with a c-store retailer, CPG companies can engage with Kwik Trip’s 5.25 million loyalty members through personalized, gamified promotions, rather than broader discounts.
- The convenience retail industry is increasingly turning to AI to enhance the loyalty experience, improving segmentation and the relevance of offers and promotions.
Dive Insight:
Kwik Trip hopes to encourage more trips and incremental spending with Eagle Eye’s personalized challenges, which are based on each customer’s past behavior. Successfully completing the challenge will earn the customer rewards.
UK grocer Tesco deployed this solution to its loyalty members starting in 2024. A customer who previously bought vegan food might be given a challenge to spend $10 on plant based meals, and would be rewarded with extra points for reaching that milestone, a spokesperson from Eagle Eye said in an email.
The Eagle Eye integration also allows CPG partners to see how their offers through Kwik Trip are performing. In the announcement, Joel Percy, vice president of North America for Eagle Eye Solutions, noted that these challenges return a 7:1 sales-to-reward ratio.
"Our CPG partners have always been central to how we deliver value for our guests, and the partnership with Eagle Eye gives us an entirely new way to work with them," said David Jackson, director of loyalty and digital marketing at Kwik Trip, in the announcement. "With Personalized Challenges, we can offer brands a targeted, measurable promotional vehicle that drives real incremental behavior."
Guest data will remain under Kwik Trip's control.
While Kwik Trip is the first c-store to partner with Eagle Eye on this sort of solution, the convenience retail industry has seen a spate of AI-powered loyalty updates in 2026, including Weigel’s adding milestone-based communications to its program, RaceTrac revamping its tiered rewards setup and Refuel increasing personalization.
