Turning tobacco loyalty into profits

What is Personalization+ (P+) and how does it work?

P+ is Altria’s framework for delivering customized promotions to verified adult tobacco consumers. Instead of sending the same coupon to every shopper, retailers can segment their C-store loyalty programs by product preference, purchase history, or even geography. 

• To participate, retailers must: 
• Connect to Altria’s Loyalty Offer API 
• Offer compliant promotions to verified 21+ shoppers 
• Report activity and redemptions through scan data 

For operators who want convenience store marketing ideas that drive real results, P+ is one of the most powerful tools available today. 

Why P+ drives loyalty and profits

Retailers often ask: “How to increase gas station profits without raising prices?” The answer lies in loyalty. P+ allows you to send the perfect offer to the right customer at the right time — increasing basket size and repeat trips. 

Combine that with a smart c-store layout and a focus on convenience store design, and you create a destination that keeps shoppers coming back. 

A greater opportunity for tobacco loyalty and c-store growth

P+ is also part of a bigger industry trend. Customers expect personalized experiences everywhere, from streaming services to grocery apps. Gas stations and convenience stores that can meet this expectation will earn loyalty that lasts. 

Operators comparing branded vs unbranded gas stations should note: a branded fuel program often comes with integrated loyalty tools and fuel station branding support that independents lack. That support can be the difference between flat sales and growth. 

How Cenex^® gives retailers a Tier 4 advantage

While not all providers are ready for Tier 4 and P+, our Cenex loyalty program, provided through our Patron Points partnership, is already prepared. This gives Cenex retailers a unique advantage to join the P+ ecosystem without scrambling for a last-minute solution.  

Through the Cenex retailer program, dealers get more than just fuel supply contracts. They gain: 

• Access to c-store consulting services and independent gas station tips 
• Tools for gas station image upgrade and gas station branding 
• Long-term Cenex dealer benefits that go beyond fuel

For entrepreneurs exploring how to start a gas station business or comparing gas station franchise alternatives, Cenex provides the flexibility of independence with the strength of a trusted brand. 

Takeaway: P+ is reshaping tobacco loyalty. With our loyalty program, provided through Patron Points, you can harness this shift to grow sales, strengthen compliance, and help your business stay ahead of industry trends. Learn more about becoming a Cenex dealer and see how the Cenex dealer program can help you prepare for what’s next.   

Partner with Cenex

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.