As coalitions shift, loyalty enters its next chapter
In Canada, loyalty is shifting from standalone points programs toward bigger, better-connected “ecosystems” that link everyday spending across banking, grocery, travel and fuel.
Case in point: Shell recently announced it's moving into Scene+ and BMO shared its plans to retire the Air Miles brand in favour of a reimagined rewards platform.
In this exclusive Q&A, Canadian Grocer 's sister publication, Convenience Store News, spoke to Sean Claessen, chief strategy officer from Bond Brand Loyalty, a loyalty and customer engagement company.
In its recent Loyalty Report, Bond predicts that there will be even more moves in the loyalty space as 2026 rolls out. He unpacks what’s driving the evolution, what the data suggests about member behaviour and where operators can win.
What does Shell joining the Scene+ ecosystem signal about where loyalty is heading in Canada?
Large coalitions have largely dominated the broader story of loyalty in Canada. That’s not a model that’s as familiar in the U.S., but it is in the U.K. and other mature markets. With the consolidation we have in Canada—telco, grocery, banking—there has always been gravity around a coalition of partners.
Aeroplan and Air Miles went through a well-storied set of turbulence. Aeroplan has successfully peeled off and rebuilt gravity a couple of times in its history. Air Miles has not been quite as successful. As a result, it lost some critical mass. Programs like Scene+, Triangle and Optimum have all contended to be the new “sun” that other planets orbit.
At some point, the Shell-Air Miles relationship would need to end. These coalition circuits are about frequency, regularity, habit and ritual. When you’re the last large tenant in an aging coalition, there’s a natural conclusion.
Scene+ has diversified significantly. It began as a focused effort between a bank and a cinema exhibitor. Adding Sobeys, travel partners and broader retail has expanded how Canadians get rewarded. It didn’t have a fuel partner until recently, and that’s a major leg of the stool. Now it’s more complete. Not all ecosystems will reach full critical mass, but this one is closer.
Can you talk about BMO replacing Air Miles?
Outsider looking in, they tried to revive the Air Miles brand with a big campaign about a year ago, even after it changed hands to BMO. The brand was suffering decline and needed a restart. This move likely confirms that the restart never really took off. BMO had a lot of eggs in that Air Miles basket, so fully retiring it was probably never the right strategic answer. Sharpening its intent, narrowing its focus and rebranding feel like logical conclusions, especially with Shell out.
OPINION: Why Sobeys had to dump Air Miles
Why are coalition programs becoming more attractive right now for brands and retailers?
They’ve always been attractive to some degree. The new ecosystem version is just better connected and more intelligent. Canadians have always liked collecting value across frequented retailers. Over the last five to 10 years, we’ve seen old coalitions dissolve and new ecosystems emerge. The momentum is in growth mode. It’s a smarter, more valuable version of what existed before.
What kinds of rewards work best?
Across North America, cents-off-per-litre is dominant. It’s easy to understand and delivers immediate gratification. In large coalitions like Scene+, points can work because they’re earned everywhere. In smaller partnerships, you usually need to keep it in dollars because points lack perceived value.
How do loyalty members behave compared to non-members?
Members are almost always more valuable. They buy more, cross from forecourt to backcourt more often, and generate more margin. There’s variability by operator, but members are consistently more valuable than non-members.
How do personalized offers fit in?
Loyalty lets you see past purchasing patterns and tailor offers. You avoid wasting messages on irrelevant products and avoid giving away value on things customers would buy anyway. Eliminating those two forms of waste allows more effective offers. It’s about being more surgical instead of blunt.
READ: Behind Metro’s plan to make Moi the ‘most personalized loyalty program in Canada’
What about gamification?
Game mechanics have always been part of loyalty. They add a bit of joy and recognize behaviour people are already inclined toward. Badly designed quests try to force unnatural behaviour. That doesn’t work. Good gamification gives people an extra reason to do what they were already likely to do. That’s the sweet spot.
What execution mistakes do you see in-store?
There’s often a loss in translation between program design and front-line explanation. Brands don’t always prepare staff to explain what’s changed and why it matters. Too much focus is on digital systems and not enough on human interaction. If staff can explain and promote programs, rollouts are smoother and satisfaction is higher. Starbucks is about to go through this in Canada, and frontline readiness will matter.
