Canadian grocery shoppers can now rack up reward miles at supermarket chain Sobeys, which has partnered with loyalty card operator Groupe Aeroplan Inc.
To earn miles, members must join the Club Sobeys rewards program and choose the Aeroplan redemption option, which automatically converts Sobeys rewards into Aeroplan Miles. Club Sobeys members receive one point for every dollar spent, and two Club Sobeys points equals one Aeroplan Mile.
Club members can also earn double points when they pay with the first Sobeys-branded payment card, the Club Sobeys no fee MasterCard. Cardholders also receive one point for every dollar they spend internationally, wherever MasterCard is accepted.
“The more they spend, the more they earn…they way we’ve built it, we can’t see any downside for the customer, it’s just an additional value proposition for shopping at Sobeys,” said Belinda Youngs, chief marketing officer for Sobeys Inc.
Additional miles can also be earned through Aeroplan and Club Sobeys in-store promotions.
“Our members have been hungry for more ways to earn miles on their everyday purchases. We are pleased to join forces with Sobeys, a leading Canadian grocery retailer, to help make it easier for our members to earn miles faster,” said Rupert Duchesne, president and CEO, Groupe Aeroplan Inc, in a statement.
The program takes flight in Western Canada and Ontario this week. Sobeys and its Quebec banner, IGA, are currently under contract with Aeroplan rival Air Miles.
Sobeys is supporting the new reward option with online, in-store, radio, outdoor and print ads developed by Rethink. Carat handled the media buy.
The introduction of the Club Sobeys MasterCard will be supported by advertising and in-store signage created by Wunderman.
