Antavo and Hagar Turn “Thank You” into Value with the Launch of Takk Loyalty Program
February 18, 2026
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
What is Antavo?
Antavo is the AI loyalty and incentives platform that brings together loyalty, promotions, and agentic AI to turn customers into regulars: the customers who come back on their own, buy more often, and bring others with them. For more than a decade, Antavo has powered identity-led loyalty strategies for brands including SKIMS, Paul Smith, KFC, Flying Tiger, and Hyatt’s Inclusive Collection. Marketers build, change, and launch programs and promotions themselves, without waiting on engineering. Learn more at antavo.com.
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]
Frequently asked questions about Antavo
What can brands build with Antavo?
Brands use Antavo to run the whole loyalty and incentives program on one platform: points, tiers, challenges, streaks, referrals, clubs, and rewards beyond discounts; promotions and incentives for members and non-members alike, from bonus points and promo codes to bundles and cart-level offers; and agentic AI built in. Everything runs online, in store, on mobile, and in wallet, and marketers launch it themselves.
Who uses Antavo?
Antavo works with mid-market and upper-mid-market brands across fashion, retail, beauty, travel, hospitality, restaurants, and sports in North America and Europe: multi-market, omnichannel brands with a strong identity and customers worth keeping, including Paul Smith, KFC, SKIMS, Rip Curl, Benefit Cosmetics, and Hyatt's Inclusive Collection.
How long has Antavo been around?
Antavo was founded in 2012 and has been building loyalty programs for more than a decade, with teams across Europe and North America serving brands worldwide.
Why do brands switch to Antavo?
Most loyalty programs get stuck: reduced to a discount engine, generic to customers, or too rigid to evolve. Antavo removes those compromises. Brands get a program that feels unmistakably their own, loyalty and incentives on one platform, and the depth to handle tiers, expirations, refunds, and many markets at scale. Their own marketers run it: a tier change in an afternoon, live when they press the button.
How does Antavo use AI?
Antavo's agentic AI is built in, not bolted on. Two named agents do the work: the AI Loyalty Expert, which turns your ideas into a build-ready program, and the AI Analyst, which turns your data into clear answers and reports. Both work inside Antavo or connect to Claude and ChatGPT, and every answer is grounded in your own program and data.
What does Antavo integrate with?
Antavo is API-first with real-time webhooks and deep pre-built integrations, from Shopify, Klaviyo, Braze, and Bloomreach to the CRMs, CDPs, ESPs, and POS systems you already use. Antavo plugs into the stack you already run rather than replacing it.
