As a huge Canadian grocery retailer expands its partnership with AIR MILES into Ontario, customers are increasingly able to earn more points than ever before, without having to put in any more work.

In adopting a collaborative approach to its loyalty reward program, one large Canadian retailer is helping consumers maximize their points earning potential and diversify where they can spend their points. Gone are the days when it took Canadian consumers months of spending to collect enough reward points to make any significant savings or redemptions.

Flexible points collection and redemption

“We recognize that customers buy more than groceries, so it made sense for us to participate in AIR MILES, a coalition program that offers customers more ways to earn and redeem through their broad shopping experience,” explains Cindy Stevens, Vice President, Customer Relationship Marketing at Sobeys Inc. 

The flexibility that coalition reward programs offer means that consumers can collect points on every shopping trip that they make, whether it’s the big weekly family shop – a prime points collection opportunity – or filling up at the local fuel station.

“Consumers can collect points on every shopping trip that they make, whether it’s a big weekly shop — a prime points collection opportunity — or filling up at the local fuel station.”

“A major benefit for the customer is that there are multiple ways to earn miles and multiple ways to redeem,” says Stevens. “Collectors can redeem their reward miles for more than 1,200 rewards options, including the program’s instant redemption feature, AIR MILES Cash, which our customers can use towards money off their groceries.”

Personalized rewards

In this age of ultra-competitive food retailing, this rewards coalition really is going the extra mile and putting the customer’s wants and needs at the top of the shopping list.

“Our approach to our loyalty program is on a very personalized basis,” say Stevens. “We customize offers to our loyalty program members giving them special deals on products that they already buy, or ones that may be of interest to them given their purchasing behaviour.”

This is the first instance of a national grocer offering the AIR MILES program across Canada, an exciting and money saving development for shoppers all over the country.