October 13, 2025
US Retailer Giant Eagle Revamps Loyalty Scheme
Legacy loyalty systems are just one element of business that weigh heavily on grocers and most other retailers. They’re expensive to maintain (writes someone with a Nectar card with all the numbers rubbed off), slow to adapt, and rarely deliver the personalized experiences today’s shoppers expect.
With improved efficiency and digital transformation high on every grocery retailer’s agenda, many are asking: how do you modernize a long-standing loyalty program without disrupting customer trust?
That’s the challenge US grocer Giant Eagle, with over 200 stores, faced when evolving its fuelperks program. After nearly two decades on an in-house platform, the retailer partnered with Eagle Eye, to relaunch the program as myPerks into a scalable, cloud-based platform designed for real-time personalization and future-ready operations.
Eagle Eye, a SaaS and AI company helps global retailers like, Tesco, Asda, Carrefour, and Woolworths deliver real-time, personalised marketing and promotions, executes more than a billion personalized offers each week and manages over 500 million loyalty wallets worldwide.
Legacy to Modern in Nine Months
Whatever the brand, consumers expect more for their loyalty, with better, more relevant, offers, and a seamless experience rather than one that mixes paper coupons, endless emails and an ever-changing app.
Giant Eagle is one of the 40 largest family-operated companies in the US, founded in 1931. It has over 10,000 employees and a strong EX and CX focus. The two Eagles have been working together since 2022, with the latest project the largest effort yet.
In less than nine months, Giant Eagle re-platformed, reducing internal lift and costs, while expanding what the program could deliver. The results include:
- 53,000 new loyalty households added post-relaunch
- 25 million personalized offers delivered each month
- A single customer view powering real-time adjudication at POS
- Expanded benefits, including tiers, flexible redemption, and new promotion formats
- The partnership has flipped the traditional cost-center view of loyalty programs on its head, showing how an enterprise loyalty platform can drive efficiency, scalability, and measurable customer growth.
Have a read of the new Eagle Eye case study, “Modern Retail Success with Loyalty, AI and Media”, to get into the details of this success story and other retail CX makeovers. The report summarises, “The path forward isn’t about choosing between loyalty, personalization, AI or retail media; it’s about integrating all these capabilities into cohesive customer experiences.”
Key Takeaways for Grocery Retailers
All retailers face challenges when it comes to modernising loyalty schemes . How can they position loyalty as a core business driver rather than just a promotional tactic?
The case study highlights how new loyalty tech infrastructures open the door to features like gamification, personalized pricing, and supplier-funded offers—and what it takes to operationalize them.
The practical benefits of real-time data and decision making include faster campaign launches to more meaningful customer engagement. In a previous story, Eagle Eye’s EagleAI also helped Tesco create more personalised offers for Clubcard holders.
