Manitoba Liquor Marts Exit Air Miles, Pursue New Loyalty Program Partner
Manitoba Liquor Marts has made the significant decision to exit the Air Miles loyalty program after nearly three decades. Starting June 1, 2024, customers will no longer earn points on their purchases. However, they can continue to use their Air Miles cards until that date.
Reasons for the Transition
A spokesperson for Manitoba Liquor & Lotteries indicated that the decision stemmed from differing strategic directions between the two organizations. The Crown corporation will be exploring new loyalty programs that may align better with its objectives. They acknowledged Air Miles for its long-standing service since 1998.
Impact of Air Miles’ Changes
The Air Miles program is undergoing its own transformation. In 2023, BMO Financial Group acquired Air Miles following its U.S. parent company’s bankruptcy. The program will transition to BMO Blue Rewards this summer. Despite this evolution, the specific reasons for the end of the partnership with Manitoba Liquor Marts remain unclear.
Background on Loyalty Programs
- Air Miles was once a leader in the loyalty market in Canada.
- They faced challenges starting a decade ago as customers expressed concerns over points expiration.
- Major retailers, including Sobeys and Lowe’s, exited the program over time.
According to Peter Sojka, founder of Rewards Canada, the change in partnership reflects a natural evolution in loyalty programs. He noted that many jurisdictions are capable of establishing their own programs, making it easier to pivot when partnerships shift.
Customer Insights
Recent data revealed that over 44% of Manitoba Liquor Mart customers are Air Miles collectors. These customers typically spend more than non-members. Currently, shoppers earn one Air Mile for every $30 spent, with the potential for additional miles through specific product promotions.
In early 2024, Manitoba Liquor & Lotteries sought information from various loyalty program suppliers, aiming to identify new options that suit their needs. Although Air Miles was retained for a significant duration, recent developments suggest an evolving focus for Manitoba Liquor Marts.
