Antavo and Hagar Turn “Thank You” into Value with the Launch of Takk Loyalty Program

Icelandic conglomerate Hagar has partnered with Antavo to launch Takk, a new omnichannel grocery loyalty program. The concept introduces a clever cashback model designed to reward everyday purchases across multiple brands.

Founded in Iceland, Hagar is a diversified retail conglomerate operating leading brands across groceries, retail, food & beverage, and fuel. With a strong nationwide presence, Hagar serves hundreds of thousands of customers through trusted household names, combining scale with a focus on everyday value.

Hagar has partnered with Antavo, the leading provider of AI-powered customer loyalty technology, to launch Takk, its first-ever loyalty program. Built on Antavo’s AI Loyalty Cloud, Takk is a fully omnichannel cashback program spanning mobile, online, and in-store experiences across three Hagar brands: Bónus, Hagkaup, and Eldum rétt. 

At the heart of the program is a simple earn-and-burn model designed for everyday shopping and convenience. It’s cleverly crafted to fit into Hagar customers’ everyday lives and shopping routines, forging even stronger connections with the brand.

How members earn and redeem:

• Members earn Takk krónur (tkr) for purchasing Takk-flagged products, with product eligibility managed dynamically by the Hagars teams.
• Points are burned directly at checkout in participating stores.
• One Takk króna equals one Icelandic króna when redeemed.
  

Instant value and practical benefits:

• Instant savings through cashback that can be used directly at checkout, making rewards easy to understand and easy to use.
• One loyalty account that works across multiple Hagar brands, so members earn and redeem value wherever they shop.
• A mobile-first experience where members can easily track their balance, view receipts, and discover new offers in one app.
• Access to exclusive deals, events, and future game-like features that make everyday shopping more rewarding.

For customers, Takk delivers immediate, tangible value through cashback. For Hagar, it creates a scalable foundation for deeper engagement, richer insights, and future gamification initiatives, all powered by Antavo’s proven loyalty expertise across retail brands.

“The launch of our new loyalty program, Takk, enables us to offer customers even better benefits than before and provide a level of service comparable to that found in many of our neighboring countries. While loyalty members gain a new and engaging way to connect with Hagar’s grocery stores, the program also allows us to better understand customer needs and further adjust our services and product selection to meet those needs.

We are proud to launch Takk simultaneously across all Hagkaup, Bónus, and Eldum rétt stores, enhancing the value we deliver to customers throughout Iceland. Partnering with Antavo was instrumental in developing the loyalty program, providing us with the flexibility, robust technology, and strategic support needed to bring Takk to life.” – Sesselía Birgisdóttir, Head of customer loyalty, experience, and media at Hagar.

The Takk program is powered by Antavo’s AI Loyalty Cloud and integrates directly with Klaviyo for personalized member communications. This ensures timely, relevant messaging while supporting a consistent loyalty experience across mobile, online, and in-store touchpoints.

“We’re proud to partner with Hagar on the launch of Takk. Their ambition and scale showcase how loyalty can unify complex retail ecosystems. Building on our experience with global retail and beauty brands, we’re excited to help Takk grow into a cornerstone of everyday customer engagement.” – Attila Kecsmar, CEO & Co-Founder, Antavo AI Loyalty Cloud

About Antavo

Antavo is revolutionizing the customer loyalty landscape with its cutting-edge AI Loyalty Cloud. As the market’s most powerful pure-play loyalty technology, Antavo’s platform seamlessly combines advanced AI capabilities with effortless integration, setting a new standard in the industry.

Antavo is the leading provider of AI-powered customer loyalty technology, offering a comprehensive platform that streamlines the entire loyalty program lifecycle. Its solutions include a Promotion Engine to engage the full customer base, a Loyalty Planner that accelerates program planning by up to 10 times, and a flexible Loyalty Engine with an intuitive Workflows editor to bring any loyalty concept to life. Once a program is live, Antavo’s Optimizer transforms loyalty data into clear, actionable insights. At the core of all the solutions is Timi AI, an agentic AI that enhances and supports every step of the loyalty journey.

This excellence has not gone unnoticed. Antavo is recognized by industry leaders such as Forrester, Gartner, and IDC, and it’s the preferred choice for global brands, loyalty consultants, and system integrators worldwide. Antavo’s diverse client portfolio, including household names like KFC, Skims, C&A, Flying Tiger, Notino, Scandic Hotels, Kathmandu, Brightline and Benefit Cosmetics, spans industries from fashion, beauty, retail, travel, and hospitality, showcasing the versatility and effectiveness of the platform.

Experience the future of customer loyalty with Antavo. Visit antavo.com to learn more.

About Hagar

Hagar is a leading retail company with diverse operations in Iceland and the Faroe Islands, primarily in the grocery and fuel markets. In Iceland, Hagar operates 40 grocery stores at Bónus and Hagkaup, 22 Olís service stations, 45 ÓB self-service stations, two warehouses, one production facility, one online store with meal kits, one supply store and one specialty store. Hagar’s core business in Iceland is in the grocery and related warehouses, as well as fuel sales. In the Faroe Islands, Hagar operates the SMS company, a leading retailer in the Faroese market. SMS operates, among other things, 13 grocery stores, seven restaurants and four specialty stores. 

Media Contacts

Antavo

Eva Bacsi, Global Head of Marketing
[email protected]