BMO Replaces Air Miles with Blue Rewards as Shell Joins Scene+
BMO Financial Group has announced significant changes to its loyalty rewards program in Canada. The bank will replace Air Miles with a new initiative called Blue Rewards, set to launch this summer. This program will be accessible to all Canadians via a redesigned Blue Rewards app, which will also integrate with BMO’s existing mobile banking platform.
BMO’s Transition from Air Miles to Blue Rewards
BMO acquired the Air Miles program in 2023 for approximately US$160 million following the bankruptcy of its parent company, LoyaltyOne Co. At the time of purchase, Air Miles had around 10 million active users, marking it as one of Canada’s oldest and largest loyalty programs. Under the new Blue Rewards system, existing Air Miles members will see their miles automatically converted to “Blue Points” at equivalent value when the program launches, with no necessary action on their part.
Key Features of Blue Rewards
- Streamlined booking for flights, hotels, and car rentals through Expedia Group.
- Ability to earn points on grocery and food deliveries by scanning in-store receipts.
- Bonus point opportunities at numerous grocery retailers and wholesale clubs.
Mathew Mehrotra, BMO’s Group Head of Canadian Personal and Business Banking, highlighted that Blue Rewards reimagines the loyalty experience. It aims to deliver more personalized and flexible rewards to enhance users’ financial progress.
Shell Canada Joins Scene+ Loyalty Program
In related news, Shell Canada announced the end of its long-standing partnership with Air Miles, opting instead to join the Scene+ loyalty program. Scene+ boasts over 15 million members and is co-owned by Scotiabank, Empire Co. Ltd., and Cineplex Inc. Starting March 3, 2024, Shell customers will be able to earn points at any of its 1,400 gas stations and convenience stores across the country.
Important Dates for Shell and Scene+
- Shell’s partnership with Scene+ launches in Alberta on March 3, 2024.
- Expansion of the partnership across Canada is set for May 26, 2024.
- Air Miles can still be earned and redeemed until March 2 in Alberta and May 25 in the rest of Canada.
Tracey Pearce, President of Scene+, emphasized that the integration of Shell into their program responds to member feedback for a fuel loyalty partner. This collaboration aims to enhance loyalty rewards for fuel purchases.
Blue Rewards Partnerships Expand
BMO’s Blue Rewards program will also feature partnerships with over 400 brands. New partners include:
- Porter Airlines
- Accor Group Hotels, such as Fairmont Hotels and Resorts
- Instacart
- MTY Group restaurants, including Thai Express, and Pizza Delight
These additions aim to make Blue Rewards a competitive option in the Canadian loyalty landscape, further enhancing the value for collectors and consumers alike.
