Circle K revamps its loyalty program across Europe
Published on: Nov 6, 2025
After a successful pilot in Sweden, the rollout begins in Poland, followed by the Baltics and other European markets.
Circle K is overhauling its customer loyalty approach with the European rollout of a new version of its Extra program, designed to offer a more unified and data-driven experience across its network of forecourts and stores.
The company’s new “visit-based” model rewards customers for every interaction, whether fuelling, charging an EV, shopping, or washing their car, signaling a shift away from traditional points-based systems towards a broader engagement strategy.
Ann Kirstine Havsteen, Circle K’s Head of European Loyalty, said the move represents “a strategic shift in how we build loyalty,” adding that the redesigned program aims to provide “ease and compelling value” by reflecting “how customers live, move, and shop.”
Beyond new rewards, Circle K says it has upgraded its digital infrastructure and loyalty engine to deliver more personalized offers and real-time engagement. The company currently counts more than 3.7 million active Extra members across Europe.
Following a pilot in Sweden, the rollout is now underway in Poland and will extend to the Baltics and other markets over the coming months.
