Manitoba Liquor & Lotteries Ends Air Miles Program
Manitoba Liquor & Lotteries Corp. has officially announced the conclusion of its participation in the Air Miles program after nearly 30 years. This well-known loyalty initiative helped customers accumulate points that could be used for various rewards, including travel. As the program phases out, the company is considering alternative loyalty options to enhance customer engagement.
Transition from Air Miles to New Loyalty Programs
A spokesperson for Manitoba Liquor & Lotteries indicated that discussions about the Air Miles program’s future have been underway since the announcement of its transition to Blue Rewards, a simplified loyalty system. This change reflects a growing shift in loyalty programs away from a sole focus on travel rewards.
Current Air Miles Eligibility
- Customers can continue collecting Air Miles until the end of May.
- Manitoba Liquor Marts will maintain their service standards during this transition.
The spokesperson noted that their decision to end the partnership stems from differing priorities and strategic directions between Manitoba Liquor & Lotteries and Air Miles.
Insights from Loyalty Program Experts
Patrick Sojka, founder of Rewards Canada, expressed that the evolution of Air Miles into Blue Rewards reflects an expanding range of partners. New collaborations target everyday expenses, with restaurants like Mucho Burrito and Thai Express now included.
Future Possibilities for Manitoba Liquor & Lotteries
Sojka speculates that Manitoba Liquor & Lotteries may either join a different loyalty program or develop their own. The technology now allows businesses to establish cost-effective loyalty programs, allowing them more flexibility.
Considerations for Loyalty Program Development
- Direct competition and local market dynamics influence loyalty strategies.
- Merchants must evaluate whether to invest in a proprietary program or partner with established brands.
Sojka expressed surprise that Manitoba Liquor Mart participated in the Air Miles program, particularly when compared to the loyalty strategies of other provinces. The dynamics of liquor distribution vary across Canada, making loyalty programs a suitable option in some regions but less practical in others.
As Manitoba Liquor & Lotteries moves forward, its choices in loyalty programs will likely aim at enhancing customer experience while remaining aligned with broader market trends.
