RaceTrac has chosen Capillary Technologies, a provider of AI-powered loyalty solutions, for a “strategic partnership to transform and enhance the RaceTrac Rewards program across its more than 600 retail locations,” according to a press release sent to NACS.

RaceTrac said the collaboration marks a significant step forward in its mission to deliver more personalized, flexible and rewarding experiences for its guests.

“By leveraging Capillary’s modern loyalty infrastructure, RaceTrac will introduce a new generation of features designed to recognize and reward guests in smarter, more meaningful ways. The enhanced program will combine tier-based recognition with the ability to stack and combine offers, while advanced targeting will tailor promotions to individual preferences and behaviors,” RaceTrac said.

The retailer also highlighted that by uniting advanced personalization with a more flexible rewards construct, RaceTrac will be able to “recognize loyalty at multiple levels, present offers that fit each customer’s context and strengthen the emotional connection that drives repeat visits.”

“At RaceTrac, we’re committed to creating frictionless experiences that feel simple and enjoyable. Our enhanced RaceTrac Rewards program is designed to meet guests where they are—offering tailored value that makes every guest feel appreciated and every visit worth repeating,” said Jamie Miller, vice president of marketing at RaceTrac. “We’re excited to partner with Capillary to bring this next phase of the program to life.”

In other recent RaceTrac news, earlier this week the retailer debuted a new addition to its breakfast lineup—the Hot Honey Chicken and Waffle sandwich, which is “an innovative twist on RaceTrac’s popular waffle breakfast sandwich, featuring crunchy chicken and a drizzle of sweet and zesty hot honey in addition to fluffy egg and melty cheese.”