Kwik Trip links brands to customers via ad targeting and gamification
A regional Midwest convenience retailer is leveraging artificial intelligence to help brand partners individually promote to customers.
Kwik Trip is deploying the AI-based Eagle Eye promotional platform, including the Personalized Challenges gamification solution, to enable advertisers to engage its 5.25 million loyalty members through individually targeted and gamified promotions rather than broad discounts.
Through the platform, Kwik Trip can provide campaign performance reporting to participating brands, supporting sales attribution and ROI measurement. Customer data remains under Kwik Trip's control with no sale or uncontrolled sharing of individual customer information.
In addition, the Personalized Challenges solution provides an AI-enabled gamification model that incentivizes incremental spending by presenting individualized "challenges" based on each member's purchase history, predicted behavior and promotion sensitivity.
"Our CPG partners have always been central to how we deliver value for our customers, 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 of Kwik Trip Inc. "With Personalized Challenges, we can offer brands a targeted, measurable promotional vehicle that drives real incremental behavior. That's a win for our customers, our suppliers, and our business."
Grocery co-op Wakefern Food Corp. is also deploying Eagle Eye promotional technology, including Personalized Challenges, in an effort to deliver real-time, fully personalized promotions and gamified challenges at scale.
[READ MORE: Wakefern Food Corp. migrates to omnichannel loyalty platform]
"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," said Jeff Baskin, chief revenue officer of Eagle Eye. "By activating Eagle Eye's Personalization engine with Challenges, Kwik Trip is bringing the kind of AI-driven personalization currently utilized 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 itscustomers."
Headquartered in La Crosse, Wis., Kwik Trip Inc. is one of the largest family-owned convenience chains in the U.S. and operates convenience stores and fuel stations across Wisconsin, Minnesota, Iowa, Illinois, Michigan, North Dakota, and South Dakota.
