Loyalty Programs
In Atlantic Canada and Quebec, Sobeys/IGA has a partnership with the Air Miles program. One reward mile is earned per $20 spent. In their stand-alone Lawtons drug stores, one reward mile is earned per $10 spent. Points may be redeemed for a variety of items including Sobeys gift certificates.
Unlike most Air Miles merchants, Sobeys and Lawtons accumulates a person's total purchases from one Sunday to the next, then reward based on the total, rather than individual transactions. The result is that two $11 grocery transactions within the week would earn 1 mile, instead of 0. For the Lawtons stores, three transactions of $7 would result in 2 miles. There are other Atlantic Canada drug stores with similar Air Miles programs, but they do not accumulate, and offer no reward if the minimum purchase is not met.
The Air Miles program is not available in the rest of Canada due to pre-existing relationships with Safeway in the west and Metro in Ontario. In these markets, the Club Sobeys program is offered instead. One point is earned for each dollar spent. Points may be redeemed for either grocery discounts or Aeroplan miles (at the rate of one mile per two Club Sobeys points). In 2009, the program was expanded into the Thrifty Foods chain as "Club Thrifty Foods", with cards that can be used interchangeably between Sobeys and Thrifty Foods stores.
The Club Sobeys name was previously used for a similar loyalty program offered at the chain's Atlantic Canada locations during the 1990s, prior to securing the regional rights to Air Miles through the Oshawa Group merger.
In the Club Sobeys region, Sobeys has also introduced, in partnership with Citibank Canada (and later Bank of Montreal), a Club Sobeys MasterCard credit card under the "Compliments Everyday Banking" banner. This allows Club Sobeys MasterCard holders to earn double Club Sobeys points for purchases at Sobeys stores (two points per dollar spent) as well as the normal rate of one point per dollar spent anywhere else they use the card.
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