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Circle K Wins the 2025 Convenience Retail Technology Award

Circle K Europe has recently been recognized with the prestigious Convenience Retail Technology Award Europe by the National Association of Convenience Stores (NACS). This esteemed award is a testament to their groundbreaking digital platform that leverages artificial intelligence to transform recruitment, onboarding, and training processes across their vast network of stores in Europe.

With a presence in 12 countries and over 5,200 locations, Circle K has successfully implemented technology that enhances the employee experience while addressing significant labor shortages in the industry. The award-winning platform effectively streamlines the recruitment process, which now allows for quicker hiring and ensures new employees are better prepared for their roles.

Innovative Recruitment Strategies

The traditional CV system has been reimagined through a two-part mobile application that utilizes situational judgment tests and personal assessments. These tools are ranked instantly using predictive analytics, allowing store managers to save over two hours per new hire. This shift not only enhances efficiency but ensures that the selected candidates are better suited for the roles they are stepping into.

Once hired, new employees are greeted with a unified onboarding experience that integrates gamification and interactive digital modules alongside practical tasks. This adaptive training approach uses real-time feedback generated by AI, helping employees to acquire necessary skills in a fun and engaging manner.

Continuous Engagement through Training Games

To maintain engagement and ensure skill retention, Circle K has introduced supplementary training challenges such as Customer Star and Beat the Boss. These games not only reinforce customer-centric skills but do so in a manner that keeps staff motivated and involved in their learning journey.

Jens Rye, the Director of Human Resources Development at Circle K Europe, emphasized the company's commitment to its employees and customers, stating, "At Circle K, our dedication to our team members and our customers underpins everything we do. We are thrilled to see how our investments in technology and AI are creating a positive impact across our markets. By enabling store managers to focus on coaching and providing tailored training opportunities, our teams can concentrate on delivering outstanding customer service every day."

Impact of Technology on Operations

Circle K's significant investment in innovative operational technology is not only garnering awards but is also fostering a customer-centric culture characterized by operational excellence and highly engaged employees. The NACS Convenience Retail Technology Award honors retailers who demonstrate a long-term commitment to investing in technology. The award winners were announced at the Convenience Summit Europe held in Copenhagen.

About Circle K and Couche-Tard Inc.

Alimentation Couche-Tard Inc., the parent company of Circle K, is a global leader in the convenience store and mobility sector, operating in 29 countries and territories with nearly 17,000 stores. Approximately 13,000 of these locations offer fuel for vehicular transport. Under its well-known brands Couche-Tard and Circle K, the company is a major player in the convenience and fuel retail markets across various regions, including the United States, Canada, and Europe. Employing around 149,000 people, Couche-Tard continues to push the boundaries of technology and innovation in retail.

In conclusion, Circle K's award highlights the significant strides companies are making in leveraging technology to enhance both employee and customer experiences, setting a commendable example for the industry as a whole.