US retailer EG America selects PAR Technology for new look SmartRewards loyalty programme

EG America, a convenience store operator in the US, has selected PAR Technology to power the relaunch of its SmartRewards programme.

With more than 1,500 locations nationwide, EG America is tapping the PAR Retail loyalty platform for this.

“This relaunch represents a huge step forward for EG America and our guests,” says John Carey, President and CEO at EG America. “SmartRewards is more than a programme - it’s our way of saying, ‘We see you. We value you.’ Thanks to our partnership with PAR, we’re excited to create deeper connections and unforgettable experiences for every guest.”

“EG America knows that real loyalty isn’t about handing out points and hoping for the best - it’s about influencing behaviour, deepening customer relationships, and delivering outcomes," says Savneet Singh, CEO at PAR Technology.

“EG America is a premium brand who was looking for a partner with a premium platform. That’s why they’re taking a smarter approach, powered by data and technology that delivers outcomes. At PAR, we don’t build ‘set-it-and-forget-it’ solutions - our platform and solutions deliver real business outcomes.” 

EG America’s decision to revamp SmartRewards is part of its ongoing investment in technology driven customer experiences.

“As we embark on our digital transformation journey, our first milestone is the relaunch of the SmartRewards loyalty programme.” says Whitney Johnson, SVP of Marketing at EG America. “To deliver personalised value to millions of members, the new programme must exceed customers' expectations. We’ve listened to our members and built a custom programme tailored to their needs.”

“The flexibility and intelligence built into PAR Retail are unmatched in the c-store industry,” says Jake Kiser, General Manager at PAR Retail. “With EG America, we’re demonstrating how loyalty can drive both customer satisfaction and business outcomes.” 

2025 RTIH INNOVATION AWARDS

Loyalty programmes will be a key focus area at the 2025 RTIH Innovation Awards.

The awards. which will open for entries in March, celebrate global tech innovation in a fast moving omnichannel world.

Our 2024 hall of fame entrants were revealed during an event which took place at RIBA’s 66 Portland Place HQ in Central London on 21st November, and consisted of a drinks reception, three course meal, and awards ceremony presided over by comedian Lucy Porter.

In his welcome speech, Scott Thompson, Founder and Editor, RTIH, said: “The event is now into its sixth year and what a journey it has been. The awards started life as an online only affair during the Covid outbreak, before launching as a small scale in real life event and growing year on year to the point where we’re now selling out this fine, historic venue.”

He added: “Congratulations to all of our finalists. Many submissions did not make it through to the final stage, and getting to this point is no mean feat. Checkout-free stores, automated supply chains, immersive experiences, on-demand delivery, next generation loyalty offerings, inclusive retail, green technology. We’ve got all the cool stuff covered this evening.”

“But just importantly we’ve got lots of great examples of companies taking innovative tech and making it usable in everyday operations - resulting in more efficiency and profitability in all areas.”

Congratulations to our 2024 winners, and a big thank you to our sponsors, judging panel, the legend that is Lucy Porter, and all those who attended November's gathering. 

For further information on the 2025 RTIH Innovation Awards, please fill in the below form and we will get back to you asap.