Altria's Digital Trade Program (DTP) Overview

Altria's Digital Trade Program (DTP) Overview

Altria's Digital Trade Program (DTP) Overview

Altria's Digital Trade Program (DTP) is a multi-tier incentive program designed to reward retailers who participate in tobacco scan data reporting, loyalty programs, and digital engagement through their technology partners. CStoreiQ is your technology solution for meeting these program requirements.

This article explains the DTP tier structure, what each tier requires, the incentives available, and how CStoreiQ helps you participate.

DTP Tier Requirements

The DTP program is organized into tiers. Each tier builds on the previous one — for example, to qualify for Tier 2, you must also meet all Tier 1 requirements.

Tier Retailer Requirements CStoreiQ Solution
Tier 1 Submit Altria Tobacco Operating Company (ATOC) scan data reports to Altria for reimbursement per tobacco transaction CStoreiQ Scan Data
Tier 2 Implement Age Validation Technology (AVT)
AVT is enabled through your Point of Sale and a 2D scanner, and validated by your Altria representative		 AVT is provided through your POS system (not by CStoreiQ)
Participate in at least one Altria ATOC loyalty program that you have an AGDC Operating Company contract for CStoreiQ Loyalty
CStore Rewards Program
Tier 3 Integrate Electronic Age and Identity Verification (EAIV) technology within the rewards program mobile app, enabling loyalty members to confirm ATC21+ eligibility — or utilize Age Segmentation (3+ AVT or 10+ tobacco purchases) to validate a member as ATC21+ CStoreiQ Loyalty
CStore Rewards App
Place Altria ATOC offers redeemable in-store on the digital platform, in the #1 position by tobacco category for ATC21+ consumers CStoreiQ Loyalty
CStore Rewards App
Send at least 3 digital communications (any combination of push or email) featuring Altria offers/promotions to ATC21+ per quarter, and submit relevant digital data files CStoreiQ Loyalty
CStore Rewards App
Note: Tier levels are cumulative. For example, Tier 3 includes all Tier 1 and Tier 2 requirements.

Incentives by Tier

Tier 1 Incentives

  • Scan Data Base Incentive: Ongoing incentive payment for each tobacco transaction submitted in the scan data file.
  • Multi-Unit Promotions: Altria-funded promotions on select ATOC products when two or more eligible units are purchased.

Tier 2 Incentives

All Tier 1 benefits, plus:

  • Enhanced Retail Digital Coupons: Digital coupon promotions offered to verified Adult Tobacco Consumers 21+ (ATCs 21+) within the CStore Rewards platform.
  • Loyalty Fund Program (LFP) Promotions: Altria-funded promotions on select ATOC products for eligible market baskets with a provided loyalty ID.
Important: Contact Altria to determine if your store is eligible for Tier 2 incentives. Once eligibility is confirmed, request specific discount details from your Altria representative.

Tier 3 Incentives

All Tier 1 and Tier 2 benefits, plus:

  • Electronic Age & Identity Verification (EAIV) Incentive: One-time incentive payment for enrolling in EAIV.

How CStoreiQ Supports Each Tier

CStoreiQ Feature DTP Tier Supported What It Does
Scan Data Tier 1 Automatically submits ATOC tobacco transaction data to Altria, unlocking base incentive payments and multi-unit promotions
Altria Pricing (Buy Down) Tier 1+ Manages Altria buy-down pricing and multi-unit promotions at the store level
Loyalty (CStore Rewards) Tier 2 & Tier 3 Powers the CStore Rewards loyalty program, enabling brand-funded tobacco loyalty promotions, digital coupons, EAIV verification, and ATC21+ communications
Altria Pricing (Settings) All Tiers Configures your store's Altria account (RCN), API consent, and deal update preferences (Automatic vs. Manual)

Frequently Asked Questions

What is Scan Data?

Scan Data is a program in which CStoreiQ submits your store's tobacco transaction data to Altria to unlock incentive payments and brand-funded, multi-unit discounts.

What is the CStore Rewards Program?

CStore Rewards is CStoreiQ's loyalty platform. It enables retailers to offer brand-funded loyalty promotions on tobacco and other consumer packaged goods through the CStore Rewards mobile app.

What if I do not meet the technology requirements?

If your store is not yet set up with CStoreiQ Scan Data or the CStore Rewards loyalty program, contact your CStoreiQ account representative or reach out to CStoreiQ support for assistance.

Can I stack Altria incentive programs?

Yes! Retailers participating in Altria's DTP can stack their incentive payments and customer promotions to increase their overall benefit. For example:

  • Total Incentive Payment = Scan Data Base Incentive + Consistent Loyalty ID Incentive + ATC21+ Data Incentive + Email Marketing Incentive + EAIV Enrollment Incentive + Digital Data Submission Incentive
  • Total Promotion = Multi-Unit Promotion + LFP Promotion + Retail Digital Coupon

How do I sign up or enroll in Altria programs?

The first step is to talk to your Altria representative. Once they approve your store(s), work with your CStoreiQ account team to ensure your scan data and loyalty features are properly configured.

How do I qualify for each tier?

Tier qualification is determined by Altria. If you are unsure of which tier you qualify for, please contact your Altria representative.

When will I be able to participate in offers?

Once you (and your Altria representative) complete all the required setup steps, you will be ready to participate in the next promotion cycle.

How do I encourage my store customers to participate?

  • Hang signage. Talk with your Altria representative about in-store signage (this is managed independently of CStoreiQ).
  • Train your clerks. Make sure your staff knows about the loyalty program and can help customers sign up for CStore Rewards.

What is IRi (Circana)?

IRi has been rebranded as Circana. Circana is a data company that partners with Altria to process their scan data files.

What is the InsightsC3M portal?

The InsightsC3M portal is a third-party platform that helps Altria remain compliant with tobacco regulations. Altria uses this portal to manage documents related to data sharing.

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