BMO Swaps Air Miles for Blue Rewards; Shell Transitions to Scene+

In a significant shift in Canada’s loyalty program landscape, BMO Financial Group has announced the launch of its new loyalty rewards initiative, Blue Rewards, set to replace the Air Miles program this summer. This change follows BMO’s acquisition of Air Miles from its U.S. parent company, LoyaltyOne Co., for approximately USD 160 million in 2023 after the company declared bankruptcy.

BMO’s Blue Rewards: A New Era of Loyalty

Expected to be available to all Canadians, the Blue Rewards initiative will feature a dedicated app designed to enhance user experience. Additionally, it will integrate seamlessly into BMO’s existing mobile banking platform and website, making access easier for banking clients.

Current Air Miles members will have their collector cards honored. Upon the program’s launch, their accumulated miles will automatically convert into “Blue Points” without requiring any action from users. Furthermore, existing BMO Air Miles credit and debit cardholders can continue using their cards without interruption.

Enhanced Features of Blue Rewards

Blue Rewards aims to simplify the booking experience for various travel needs, such as flights, hotels, and car rentals, through a partnership with Expedia Group. Notably, the program will allow users to earn points through grocery and food deliveries, provided they scan in-store receipts using the Blue Rewards app. Bonus points will be available at most grocery retailers and wholesale clubs across Canada.

Mathew Mehrotra, group head of Canadian personal and business banking at BMO, expressed enthusiasm about the upcoming changes. He commented, “Blue Rewards completely reimagines the loyalty experience with the client at the centre.” This digitally enabled platform is designed to offer a more personalized rewards system, assisting collectors in making financial progress.

Shell Canada Transitions to Scene+

In a related development, Shell Canada announced on Monday its decision to end its long-standing partnership with Air Miles, opting instead to join the Scene+ loyalty program. This change brings Shell into a partnership that already boasts over 15 million members. Scene+ is a collaborative offering owned by Scotiabank, Empire Co. Ltd., and Cineplex Inc.

Starting in Alberta on March 3 and expanding nationwide by May 26, Scene+ members will be able to earn points when visiting any of Shell’s 1,400 gas stations and convenience stores across Canada. Shell customers can still earn and redeem Air Miles until March 2 in Alberta and May 25 in the rest of the country.

New Partnerships and Offerings

• BMO Blue Rewards will partner with over 400 brands, including Porter Airlines and Accor Group hotels.
• New dining partners include Thai Express, Baton Rouge, Pizza Delight, and others under the MTY Group.
• Instacart will also be part of the new rewards offering, enhancing convenience for users.

Tracey Pearce, president of Scene+, noted that customer feedback influenced this transition to a fuel loyalty partnership, stating, “As a leader in the fuel industry, Shell is an ideal partner for our ecosystem.” As both BMO and Shell implement these changes, the Canadian loyalty program landscape is set to evolve significantly in the coming months.