Hagar Introduces Digital Loyalty Programme Across Retail Network

Hagar has launched a new digital loyalty programme, Takk, across its retail brands, including Bónus, Hagkaup and Olis.

The programme is developed in partnership with PassEntry and is designed to integrate loyalty functionality directly into the payment process.

Loyalty Activated at the Point of Payment

The Takk programme allows customers to activate loyalty benefits by tapping their phone at the payment terminal.

Key features include:

· No app required and no QR code scanning

· Loyalty triggered automatically during payment

· Biometric authentication handled by the device

The system enables a simplified interaction model where loyalty participation is embedded within the checkout process.

Real-Time Rewards Integrated Into Checkout

Customers can earn and redeem rewards instantly as part of the same transaction.

Points can be:

· Saved for future purchases

· Redeemed immediately during checkout

The functionality operates directly on payment terminals, supporting both staffed and self-service checkout environments.

Built on Existing POS Infrastructure

The solution is powered by PassEntry's PassTap module and integrates with Hagar's existing point-of-sale systems.

Digital loyalty passes are delivered through:

· Apple Wallet

· Google Wallet

This approach allows the retailer to deploy loyalty services without requiring additional apps or major changes to existing checkout hardware.

Early Adoption Signals Strong Customer Uptake

Hagar reported that more than 15% of Iceland's adult population joined the programme within five days of launch.

The rollout was supported by a national campaign spanning print, digital, outdoor and television channels.

Loyalty Moves Closer to the Transaction Layer

The launch reflects a broader shift in retail, where loyalty programmes are increasingly embedded into payment and checkout systems.

Instead of operating as separate applications, loyalty is becoming part of the transaction flow itself — reducing friction and increasing participation.

Industry Perspective

Nico Cary, co-founder and CTO of PassEntry, described the approach as a step toward more seamless retail experiences.

"Loyalty becomes a natural extension of paying — tap to pay, tap to earn, tap to redeem."

Checkout Becomes a Multi-Function Platform

The deployment highlights how checkout infrastructure is evolving beyond payment processing.

Modern systems are increasingly used to:

· Deliver loyalty and rewards

· Capture customer engagement data

· Support integrated retail experiences

As retailers look to simplify the customer journey, combining payment and loyalty functions is emerging as a key area of innovation.