Trig’s Markets Centralizes Loyalty and Promotions

Trig’s Markets, a five-store grocery chain in northern Wisconsin, is moving its loyalty, digital promotions and fuel rewards onto a single platform from RSA America. The chain, part of T.A. Solberg Co., operates in Rhinelander, Minocqua, Manitowish Waters, Eagle River and Tomahawk. By adopting RSA’s unified commerce platform, the retailer now manages customer rewards through a native mobile app, in-store kiosks, and a fully integrated fuel redemption system.

The platform also includes RSA’s Always On Grocery solution, which extends the digital experience to online ordering. In-store kiosks let shoppers access digital coupons, loyalty benefits and personalized offers while they browse. The goal is to tie fuel rewards — a key differentiator in many regional markets — directly into the everyday shopping experience, making it easier for customers to save and for the business to understand what drives repeat visits.

What the Tech Upgrade Signals for Small Grocers

Why Fuel Rewards Integration Matters for Trig’s

For many independent grocers, fuel rewards are a proven tool to fight off competition from big-box retailers and discount chains. By connecting fuel discounts directly to grocery purchases in a single system, Trig’s can track the full customer journey — from cart to gas pump — and fine-tune offers based on actual spending patterns. RSA CEO Ravi Achanta called fuel rewards “a core part of how the company builds loyalty,” and the new platform turns that insight into a measurable, real-time mechanism.

The Data Advantage of a Unified Platform

Moving loyalty, promotions and fuel redemptions under one roof eliminates the blind spots that come with siloed systems. Trig’s now has a single view of each shopper’s behavior across in-store purchases, digital coupons and online orders. For a small chain, that means marketing dollars can be targeted with precision, and the cost of running multiple disconnected programs falls away. While the move is modest in scale, it reflects a broader push among independent grocers to match the data sophistication of national players without overspending on technology.