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Industry NewsSobeys unveils new loyalty strategy

Sobeys unveils new loyalty strategy

screen_shot_2022-06-07_at_4-39-33_pm-5930416From left: Brian Porter, president and CEO, Scotiabank; Tracey Pearce, president, Scene+; Michael Medline, president and CEO, Empire; and Ellis Jacob, president and CEO, Cineplex. (CNW Group/Empire Company Limited)

Sobeys Inc. parent Empire Company Limited has launched a new loyalty program, Scene+, that will roll out in banners across the country, starting with stores in Atlantic Canada in August 2022 and continuing expansion through to early 2023.

As part of the launch, Empire has become a co-owner in the Scene+ loyalty program alongside with Scotiabank and Cineplex. The loyalty program has more than 10 million members and offers consumers a variety of opportunities to earn and redeem points across a broad spectrum of partners.

Empire will gradually roll out Scene+ across its banners including Sobeys, Safeway, Foodland, IGA, FreshCo, Chalo! FreshCo, Voilà by Sobeys/Safeway/IGA, Needs, Thrifty Foods, Les Marchés Tradition, Rachelle Bery and Lawtons Drugs, as well as its liquor stores in Western Canada. Empire plans to gradually transition from Air Miles to Scene+, although Air Miles collectors will continue to earn and redeem in Empire stores until the new Scene+ program is available to customers.

“Evolving our loyalty offering is one of the final building blocks of our transformation strategy at Empire,” says Michael Medline, president and CEO of Empire Company. “This is such an important milestone in our loyalty and customer experience journey. Scene+ is a great example of the game-changing moves we can now make because of the strong foundation we’ve put in place at Empire. Coupling Scene+ with the investments we’ve made in technology, data and personalization will push the customer experience in our stores to new heights. Scene+ is on an exciting evolution to become a world-class loyalty program in Canada. We’re thrilled to be able to offer our customers significant opportunities to be rewarded when, how and where they want.”

Members can earn points through banking with Scotiabank, going to Cineplex Theatres and entertainment venues; visiting more than 700 Recipe restaurants across Canada, including Swiss Chalet, Harveys and Montana’s, and enjoying experiences like trip planning with Expedia. Redemption partners also include retailers like Apple and Best Buy.

“Scene+ members and extensive customer research tell us that grocery is such an important piece of any loyalty offer. We are thrilled to welcome Empire as a new co-owner of Scene+. Together, we will offer Canadians an innovative loyalty offering powered by some of Canada’s strongest and most beloved brands,” says Tracey Pearce, president, Scene+. “Scene+ intends to add select high-profile consumer and retail brands to the program to make the offers, collection opportunities and overall Scene+ member experience even more exciting for Canadians.”

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