Spinx taps Rovertown tech for easier access to age restricted offers with new digital tool

Convenience retailer Spinx has introduced a new age verification tool for eligible loyalty members, enhancing its offer for customers.

This allows Spinx, which has more than 80 stores in South Carolina and North Carolina, to determine customer eligibility using its existing transaction log data, without the need to use any hardware or third-party software.

“We’ve spent years building one of the richest first-party data sets in the industry,” says Brendan Nugent, Vice President of Merchandising at Spinx. “Now we’re using it to verify eligibility and deliver tailored offers in real time, turning a compliance challenge into a competitive advantage. This unlocks value for our business and creates a smoother experience for our guests.”

 The new approach aligns with recent updates to Altria’s 2026 Digital Trade Programme, which recognises purchase-based age verification methods as part of Tier 4 eligibility criteria. By leveraging transaction log data and Rovertown’s self-service tools, Spinx was able to verify loyalty members who had made either three ID verified tobacco purchases or ten total tobacco purchases, increasing access to targeted offers, communications, and promotions on age restricted products.

“In the past, digital age verification was presented to every user, even those only buying soda, snacks, or fuel. That meant paying to verify people who didn’t need to be verified,” says Nick Perry, Merchandising Director at Spinx. 

“With this new capability, we’re able to look at transaction history instead. Not only is it free, but it’s precise and ensures our offers reach only the guests they’re intended for.”

2025 RTIH INNOVATION AWARDS

Age verification tools will be a key focus area at the 2025 RTIH Innovation Awards.

The awards. which are now open for entries, 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.