BMO Replaces Air Miles; Shell Partners with Scene+ Loyalty Program
BMO Financial Group is set to launch a new loyalty rewards program called Blue Rewards, replacing Air Miles this summer. The announcement marks a significant shift in the loyalty landscape for Canadians.
BMO’s Transition to Blue Rewards
The Blue Rewards program will be accessible via a newly designed app, integrated into BMO’s existing mobile banking platform. This transition means that Air Miles collectors can continue using their cards, with their miles automatically converting to Blue Points at launch.
- Air Miles holders can expect an equivalent conversion of their miles.
- BMO Air Miles credit and debit card users will experience no interruption in service.
Mathew Mehrotra, group head of Canadian personal and business banking at BMO, stated that Blue Rewards aims to enhance the customer experience. The program will offer a simplified booking process for flights, hotels, and car rentals through a collaboration with Expedia Group.
Additional Features of Blue Rewards
The new program includes exciting features such as:
- The ability to earn points on grocery and food deliveries.
- Bonus points at most grocery retailers and wholesale clubs in Canada.
BMO acquired Air Miles in 2023 for US$160 million after LoyaltyOne Co.’s bankruptcy. At that time, Air Miles had around 10 million active participants, making it one of Canada’s largest loyalty programs.
Shell Partners with Scene+ Loyalty Program
In a separate announcement, Shell Canada revealed it is ending its long-standing relationship with Air Miles to join the Scene+ loyalty program. Scene+ boasts over 15 million members and is aligned with Scotiabank, Empire Co. Ltd., and Cineplex Inc.
- Shell customers will earn points at their 1,400 locations across Canada.
- The new partnership starts in Alberta on March 3 and expands nationwide on May 26.
Customers can continue earning and redeeming Air Miles until March 2 in Alberta and May 25 elsewhere. Tracey Pearce, president of Scene+, expressed enthusiasm about partnering with Shell, indicating that customer feedback drove this change.
Decline of Air Miles
Air Miles has faced challenges in retaining large retail partners in recent years. Despite these obstacles, BMO’s new Blue Rewards program will introduce partnerships with prominent brands, including:
- Porter Airlines
- Accor Group hotel brands, including Fairmont Hotels and Resorts
- Instacart
- MTY Group restaurants, featuring notable names like:
- Thai Express
- Baton Rouge
- Pizza Delight
- Allo Mon Coco
- Sushi Shop
- Mr. Sub
- Manchu Wok
- Mucho Burrito
- Jugo Juice
This transformation in loyalty programs stands to significantly impact consumers and their shopping habits moving forward. More details will be shared as both Blue Rewards and Scene+ roll out their new offerings.
