Electrum Announces Altria Tier 4 (DTP 2026) Certification

The industry leader in scan-data reimbursement accuracy is now fully Tier 4 approved. 

LOUISVILLE, KY — Electrum Loyalty is proud to announce full certification for Altria’s Digital Trade Program (DTP) Tier 4, the highest level of participation available for retailers in the 2026 program. 

Retailers using Electrum’s Loyalty Platform will have access to Altria’s upcoming Tier 4 – the highest-value incentive structure, including elevated reimbursement rates, enhanced funding tied to digital engagement, and additional Digital Business Enhancement Funds (for chains). Electrum ensures our retailers’ configuration and reporting are aligned to capture every available dollar. 

“Tobacco customers are among the most consistent and loyalty-sensitive shoppers in convenience retail. When tobacco discounts aren't competitive, retailers feel the impact immediately—those customers go where the value is. Tier 4 gives you access to the highest discounts available, which not only protects your base but pulls in new tobacco shoppers who are actively seeking the best deal in the market.” Erin Rivera, Scan Data Specialist 

With DTP, accuracy directly determines how much money retailers receive. Electrum maintains the lowest DTP reimbursement error rate in the industry—under 0.5%—ensuring more incentive dollars reach your stores instead of being lost to incorrect or rejected transactions. 

Electrum is currently one of only four third-party vendors with full Tier 4 readiness—positioning retailers to unlock the most profitable incentives, maximize reimbursement accuracy, and meet every digital requirement ahead of the December 28, 2025 deadline. 

What Retailers Need to Stay Competitive in Digital Tobacco Loyalty 

Tier 4 sets a new benchmark for digital tobacco programs. Retailers must meet several technical and digital engagement requirements, including: 

• A digital platform (app or PWA) with three or more in-app loyalty offers  

• Monthly digital communications (email or push—SMS does not qualify) 

• ATV age verification at checkout 

• Accurate, compliant DTP transaction reporting 

• Segmented loyalty IDs and personalized outreach 

• Active P+ participation and required follow-up communications 

Electrum delivers all of these capabilities in one system. Retailers that partner with Electrum meet the full Tier 4 requirement set, with no additional development or vendor coordination needed. 

Move to Tier 4 With Confidence 

Electrum collaborates closely with your team and your Altria representative to verify configuration, compliance, and incentive readiness—ensuring you’re set for the December 28, 2025 Tier 4 launch and everything after. 

Retailers should contact their Altria representative now to elect their DTP tier as soon as possible to meet the December 28^th Tier 4 start date.  

For media inquiries, please contact Ali King, Director of Delivery and Growth, at aliking@electrumcorporation.com.

About Electrum:

Electrum Loyalty provides convenience retailers with a complete, end-to-end loyalty ecosystem designed to power segmentation, personalization, and real-time digital engagement. Electrum combines scan-data reporting, loyalty program management, mobile/PWA, email and push communications, gift cards, pump texts, and analytics into one platform. With industry-leading accuracy and a full-service approach, Electrum helps retailers grow loyalty participation, protect high-value shoppers, and increase visit frequency and spend.