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Industry NewsAir Miles expands rewards program on groceries, alcohol and more

Air Miles expands rewards program on groceries, alcohol and more


Air Miles has announced a series of expanded offerings to align with consumer shopping habits.

Air Miles collectors can now earn Miles at wholesale clubs and alcohol retailers in addition to grocers across the country.

“How we buy groceries, everyday essentials, and little luxuries is shifting, and we believe the way brands reward Canadians needs to change to keep pace. Consumers are looking for programs that give them greater flexibility and help them save money, and we’re leading the way with program innovations,” says Shawn Stewart, president at Air Miles.

“In 2023, AIR MILES gave Canadians $76M in redemption value on everyday essentials. With the program changes we’re announcing today, we are giving Canadians better earning power nationally and expect to issue 60% more Miles to our credit card holders in this category – without being tied to any one retailer or loyalty program.”

Air Miles credit card holders now earn double the miles when shopping for groceries, alcohol, and more. BMO Air Miles World Elite Mastercard collectors earn two miles for every $12 spent at eligible places, while BMO Air Miles Mastercard holders earn two miles for every $25 spent. Plus, starting May 23, customers can earn bonus miles on purchases at alcohol retailers. Also, customers earn miles when ordering groceries online through Instacart, in addition to other delivery services like DoorDash and HelloFresh. And customers can even use cash miles for e-vouchers at SkipTheDishes, DoorDash, UberEats and select restaurants.

“By covering 94 per cent of national grocers with receipts and now extending to alcohol and wholesale club outlets nationwide with our credit card multiplier, we continue to offer Canadians enhanced opportunities to earn greater value no matter where they shop, whether it’s a local store, big grocery chain, wholesale club or at a big box store. We remain committed to enriching the program’s offerings. Last year, we introduced 55 new brands alongside our existing 300+ leading Canadian, global, and online retailers,” says Stewart.

“With the addition of a new national high-frequency partner, exciting new brands featuring card-linked offers (CLOs), and an upcoming unveiling of a new brand platform and value proposition coming in the next several months, we’re dedicated to continually enhancing the AIR MILES experience.”

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