The landscape of tobacco loyalty is shifting fast—and if your provider isn’t keeping up, you could be missing out on major revenue opportunities.
Altria Group Distribution Company (AGDC) has officially rolled out Tier 4: the highest level of its 2026 Digital Trade Program. With enhanced digital engagement, deeper discounts, and more personalized incentives, Tier 4 offers retailers a powerful way to build loyalty and drive traffic. But unlocking those benefits comes with new requirements: Loyalty ID (LID) segmentation, Personalization+ (P+) execution, and the ability to send targeted communications to age-verified adult tobacco consumers.
Only a select few providers can support it.
PAR Retail is one of them. As one of only two fully qualified platforms ready to activate Tier 4 today, PAR delivers everything retailers need to participate—and win. From offer setup to reporting, our full-stack solution powers the entire tobacco lifecycle so you can focus on growing your business, not managing complexity.
Here are six questions you should be asking your current provider:
- Are you prepared for the changes coming with Tier 4?
AGDC’s new Tier 4 designation isn’t a future roadmap—it’s happening now. Make sure your provider is fully certified to support it, not just promising it. PAR Retail is already DTP Tier 4 qualified and can support retailers with the shift.
- What is your loyalty pass-through rate?
Pass-through rate matters. It shows how often your discounted sales are properly reported and reimbursed. Gaps in that process mean lost revenue. PAR Retail continuously monitors this metric to catch missed reimbursements and optimize your returns.
- Do you have visibility into file errors or opportunities to improve pass-through?
Most providers can’t tell you where their reporting breaks down. We can. PAR Retail proactively surfaces data issues and provides clear actions to help clean up your scan data, maximizing your payouts.
- What percent of your loyalty base is EAIV (Electronically Age and Identity Verified)?
If you’re only verifying through digital means, you’re missing a large portion of your addressable audience. PAR Retail helps retailers layer in segmentation-based verification strategies, which is required for Tier 4, to grow your eligible base and reach more consumers.
- How streamlined is your offer configuration process?
Are your offers correctly configured across all locations? Are you getting reimbursed for every promotion you’re eligible for? PAR Retail integrates directly with AGDC and RJR APIs to automate offer setup, reducing manual errors and ensuring consistent payout.
- Are you taking full advantage of digital incentives?
AGDC Digital Trade Program is more than scan data. From P+ offers to targeted communications, PAR Retail helps retailers activate every available incentive and drive more value from their programs.
Don’t Let Your Provider Hold You Back
Your tobacco loyalty program should drive results, not create more work. With PAR Retail, everything works together: data, loyalty, segmentation, communication, and reporting. That means no missed opportunities, no broken links in the chain, and no guessing if you’re leaving money on the table. Let’s talk about how we can help you activate AGDC Tier 4 and go further, faster. Get in touch.
