Kwik Trip adds AI loyalty campaigns with Eagle Eye

Kwik Trip has partnered with Eagle Eye to add personalised loyalty campaigns for its shoppers, reaching up to 5.25 million members across its convenience and fuel network.

The US convenience chain will use Eagle Eye's Personalised Challenges system to deliver individual offers and game-like promotions based on each member's shopping history, predicted behaviour and response to past promotions. The arrangement also gives participating consumer packaged goods brands access to campaign reporting designed to show sales attribution and return on investment.

Kwik Trip operates across Wisconsin, Minnesota, Iowa, Illinois, Michigan, North Dakota and South Dakota. The move brings a form of AI-led personalisation, more commonly associated with large grocery groups, into the convenience sector, where loyalty schemes have often relied on broader discounts and points-based rewards.

Under the model, brands can target individual loyalty members rather than run general offers across the full customer base. The promotions are designed to influence incremental spending and increase the number of trips or items purchased.

David Jackson, Director of Loyalty and Digital Marketing at Kwik Trip, outlined how the retailer views the arrangement with suppliers.

"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. With Personalised Challenges, we can offer brands a targeted, measurable promotional vehicle that drives real incremental behavior. That's a win for our guests, our suppliers, and our business," said Jackson.

Sector shift

The partnership points to a wider shift in convenience retail as operators seek more precise customer targeting without relying on blanket price cuts. In grocery, retailers have spent years building digital loyalty systems that allow suppliers to sponsor campaigns aimed at selected households or shopping segments. Convenience chains have generally been slower to adopt that approach at scale.

Kwik Trip is applying the same model to a high-frequency retail environment, where shoppers often make quick, repeated purchases of fuel, drinks, snacks and prepared food. That pattern gives loyalty operators a large flow of data, but it also means promotions must be timely and relevant to change buying behaviour.

Jeff Baskin, Chief Revenue Officer at Eagle Eye, said the retailer was extending its existing loyalty programme with more tailored offers.

"Kwik Trip has built one of the most respected loyalty programs in U.S. convenience retail, and our partnership takes it to the next level. By activating Eagle Eye's Personalisation engine with Challenges, Kwik Trip is bringing the kind of AI-driven personalisation currently utilised by major retailers all around the world to drive loyalty and attributable incrementality to its partner brands at significant scale, while also creating a first-class experience for their guests," said Baskin.

Scale and data

Eagle Eye says its platform processes more than 1.7 billion personalised offers a week and manages more than 750 million loyalty members worldwide. Its retail customer list includes supermarket and food retail groups such as Giant Eagle, Loblaw, Pattison Food Group, Tesco, Wakefern, Winn-Dixie and Woolworths.

For Kwik Trip, the project also highlights data handling as retailers expand AI-led targeting in loyalty schemes. Customer data remains under the retailer's control and is used only to operate and improve the loyalty programme, with no sale or uncontrolled sharing of individual customer information.

The issue has become more important as retailers and suppliers seek more precise campaign measurement. For brands, the appeal is clearer evidence of which offers lead to extra purchases. For operators, the risk is that customers may react badly if personalisation appears intrusive or opaque.

Joel Percy, VP North America at Eagle Eye Solutions, pointed to a numerical measure of the model's performance in convenience retail.

"The economics of AI-personalised loyalty are proven. For C-store operators trying to drive additional trips and get an additional item in the basket, Personalised Challenges deliver a 7:1 sales-to-reward ratio. Kwik Trip is leading the way for what personalisation looks like for the industry," said Percy.

The partnership was also presented as an example for retailers outside the US convenience market, particularly in Asia-Pacific, where operators are rethinking points-led programmes in favour of more targeted offers. Aaron Crowe, Head of Revenue, APAC at Eagle Eye, linked the Kwik Trip rollout to that regional demand.

"Kwik Trip shows what AI-led, personalised loyalty looks like at scale in convenience, and it's exactly the model APAC retailers are now asking for. Convenience and grocery operators across the region are moving away from broad, points-based programmes towards real-time, individualised offers, and that shift is where Eagle Eye is winning," said Crowe.

"The Kwik Trip partnership proves we can power millions of personalised customer interactions a day, and we're already bringing that same capability to convenience and grocery players here in APAC."