Save-On Foods spins off loyalty program as separate division

As part of a strategy to grow its More Rewards loyalty program, Save-On-Foods has announced the program will function as a distinct operating division within the company. The Langley, B.C.-based grocer has tapped Dan Howe to lead the division.

Howe spent the last seven years as Save-On-Foods vice-president of marketing and More Rewards, and has been credited with transforming the loyalty program by introducing new retail partners, launching personalized offers and expanding into the travel and insurance business.

READ: Save-On-Foods announces executive changes

More Rewards has more than three million "household members," according to a press release.

"We are really excited to focus on partner expansion to better leverage our combined data and combined investment to better engage consumers through providing bigger, more emotional rewards," said president Howe.

News of the More Rewards division comes on the heels of changes to Save-On-Foods' corporate structure. Among the changes: Jamie Nelson became executive VP of Save-On-Foods and Brenda Kirk was promoted to senior VP of health, wellness, and "our" brands