FAQ: Retailer questions about AGDC’s DTP and loyalty participation

FAQ: Retailer questions about AGDC’s DTP and loyalty participation 

Altria Group Distribution Company’s 2026 Digital Trade Program (DTP) is creating big changes for convenience stores and gas stations. Below, we answer the most common retailer questions about compliance, loyalty, and funding. 

Helping retailers prepare for Tier 4 participation

Q1: What is the Digital Trade Program (DTP)? 

The DTP is Altria’s initiative to modernize how tobacco promotions are delivered. It introduces new requirements — including Tier 4 — that emphasize digital loyalty, scan data, and Personalization+ (P+). 

Q2: Why is Tier 4 important?

Tier 4 is the highest level of retailer participation. It gives stores access to additional incentive funding while requiring advanced loyalty capabilities such as LID segmentation and personalized promotions.

Q3: What does my store need to participate?

You’ll need:

• A compliant POS system that captures full tobacco scan data 
• A loyalty platform capable of Personalization+ 
• Staff trained to manage age-restricted offers and communications 

This is where c-store consultants and c-store consulting services can help retailers avoid costly mistakes. 

Q4: What happens if I don’t participate?

Retailers who skip DTP participation risk losing access to manufacturer incentives and falling behind competitors who use loyalty to build repeat traffic. 

Q5: How does this connect to branded fuel programs?

While DTP is focused on tobacco, it highlights a broader truth: successful operators invest in both convenience store marketing ideas and gas station branding. For those comparing branded vs unbranded gas stations, a Cenex® franchise alternative can provide the right balance of independence and brand support. 

Q6: Where can I find support?

The Cenex dealer program provides retailers with: 

• Integrated loyalty solutions (Patron Points) 
• Fuel supplier opportunities with strong brand backing 
• Access to C-store consulting services for smooth implementation

Takeaway: DTP and Tier 4 are reshaping tobacco loyalty. By partnering with Cenex, retailers can meet compliance requirements while also unlocking long-term growth through better branding, loyalty, and operational support. 

Learn more about loyalty

About Cenex
Cenex is a trusted partner for convenience store owners and retailers, bringing over 90 years of expertise in high-quality energy solutions. From premium fuels to lubricants and propane, we provide the products, programs, and support retailers need to brand with Cenex, drive traffic, build customer loyalty, and grow their business.