Tech providers have updated their systems with new features to allow c-store retailers to take advantage of Altria’s tobacco loyalty offers.
Ahead of next year’s launch of Altria Group Distribution Co.’s (AGDC) Digital Trade Program (DTP), tech companies able to assist retailers with these offers in the c-store industry include PDI Technologies, based in Alpharetta, Georgia, Patron Points Inc., based in Woodbury, Minnesota, and PAR Technology, New Hartford, New York.
PDI said changes, which are subject to change, will be effective Jan. 1, 2026, and include a new fourth-tier offering, along with new requirements impacting Tier 2 and Tier 3.
PDI details the multi-tiered program requirements for chain retailers here and they include:
- Tier 1 program: Submit Altria Tobacco Operating Co. (ATOC) scan data reports to Altria for reimbursement per tobacco transaction.
- Tier 2 program: Implement Age Validation Technology (AVT). Participate in any Altria ATOC loyalty programs that you have AGDC Operating Co. contracts for and a minimum of at least 1 Altria ATOC loyalty program
- Tier 3 program: Integrate Electronic Age and Identity Verification (EAIV) technology within the reward program mobile app enabling loyalty program member to confirm ATC21+ eligibility or utilize Age Segmentation (3+ AVT or 10+ tobacco purchases) capabilities to validate member is an ATC21+. Place Altria ATOC Offers redeemable in store in digital platform, in the #1 position by tobacco category to ATC21+. Send at least 3 digital communications (any combination of push or email) featuring Altria offers/promotions to ATC21+ per quarter and submit relevant digital data files.
- Tier 4 program: Enable Personalization Plus (P+) offers via Altria’s P+ APIs for ATC21+ consumers. Send 1 communication per month to eligible consumers (LIDS) promoting Personalization Plus (P+) offers.
Terms of each tier for independent operators are the same as chain retailers.
“PDI is proud to be P+ certified with the requirements from AGDC now, and we’re ready to support customers as the requirements evolve,” said Mike Melson, senior vice president and general manager of payments and loyalty at PDI Technologies. “We’ve been working to develop a solution offering and seamless technology integration so that both chain and independent retailers can benefit from AGDC’s program requirements. Our team is excited to help retailers unlock the full potential of the AGDC DTP at all Tiers and extend those benefits to engaged adult tobacco consumers 21 years of age or older [ATC21+].”
Patron Points Inc. said the new changes bring new opportunities for retailers to maximize their profitability and enhance their customer engagement strategies and retail digital channels.
“We are incredibly excited about the advancements AGDC is bringing to their 2026 trade program,” said Margaret Lind, senior business director at Patron Points. “Our team has already started contacting our retail partners to inform them that Patron Points is ready to unlock the full potential of this program.”
Lind said many retailers face challenges gaining the full benefits available of AGDC DTP, particularly at the higher tiers.
“We simplify data reporting, ensure compliance and help retailers leverage every available opportunity,” LInd said.
Patron Points said the 2026 AGDC DTP is a vital initiative for retailers.
“These changes introduce new opportunities for retailers to maximize their profitability and enhance their customer engagement strategies and retail digital channels,” Patron Points said in a statement.
PAR Technology Corp. on Friday told CSP that retailers can stay ahead with PAR Retail’s Tier 4 enablement for Altria’s 2026 DTP as well.
“Tier 4 gives retailers a powerful edge—access to lower prices, exclusive offers, and new revenue streams in an increasingly competitive industry,” said Jake Kiser, general manager of PAR Retail.
Tier 4 is the most advanced level of Altria’s evolving DTP, offering retailers the highest potential to boost revenue, build loyalty and drive store traffic through enhanced digital engagement, the tech company said.
“PAR Retail doesn’t just help you check the box on tobacco programs,” said Kiser. “Our platform is purpose-built to work together—loyalty, offers, data, anARcompliance—so retailers can focus on growing their business as a whole, not managing complexity.”
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