🎥 Video: How Retailers Use Gamified Loyalty to Outperform Competitors.
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British American Tobacco (BAT), a company that's been around since 1902 and now operates in around 180 countries, knows this well. With annual revenue exceeding £25 billion, BAT is in the middle of a significant shift. Their goal is to become a predominantly smokeless business by 2035, and the progress is already visible. Smokeless products like Vuse e-cigarettes, glo heated tobacco, and Velo nicotine pouches now make up nearly 18% of total revenue and reach over 29 million consumers worldwide.
To accelerate this transformation, BAT needed thousands of retail partners across different markets to shift their focus, learn new products, and fundamentally change their sales approach. So how do you keep everyone motivated through such a massive change?
Enter Open Loyalty.
Open Loyalty has been powering BAT's B2B loyalty program for retailers since 2025. The company uses Open Loyalty's API-first loyalty engine to create engaging programs that support their retail partners across multiple markets.
The first program launched in France in March 2025. Since then, it's rolled out successfully to Greece, Denmark, and Italy, with over 3,500 retail partners now participating. BAT plans to expand the program to additional markets in North and South America, as well as Africa.
Throughout this expansion, the Open Loyalty team has worked alongside multiple BAT teams including regional marketing, implementation specialists, and global stakeholders, making sure each market gets the support it needs as the programs continue to grow.
Open Loyalty is proud to support BAT as they strengthen relationships with retail partners and work toward their 2035 vision.
