BMO Financial Group has announced plans to launch its new loyalty programme, Blue Rewards, set to replace the Air Miles initiative this summer. This decision follows BMO’s acquisition of the Air Miles programme from its U.S. parent company, LoyaltyOne Co., which filed for bankruptcy in 2023. The new Blue Rewards programme aims to provide a more user-friendly experience, making it accessible to all Canadians through a revamped app and integration into existing banking services.
Transition to Blue Rewards
BMO’s introduction of Blue Rewards will allow current Air Miles collectors to continue using their existing collector cards. Upon the launch of the new programme, their accumulated miles will seamlessly convert to “Blue Points” at an equivalent value, ensuring a hassle-free transition. Holders of BMO Air Miles credit and debit cards can expect uninterrupted service, with additional details about the programme to be shared in the upcoming months.
Mathew Mehrotra, BMO’s group head of Canadian personal and business banking, stated, “Blue Rewards completely reimagines the loyalty experience with the client at the centre.” The bank is keen to enhance user engagement through a digitally-enabled platform that promises more flexible and personalised rewards. The new programme is designed to help members achieve tangible financial progress while enjoying a simpler booking process for flights, hotels, and car rentals, powered by Expedia Group.
New Partnerships and Benefits
With the transition to Blue Rewards, BMO will continue to maintain relationships with over 400 brands, ensuring collectors can earn points from a diverse selection of retailers. Notable new partners include Porter Airlines and Accor Group, which encompasses prestigious hotel brands like Fairmont Hotels and Resorts. Additionally, customers will earn points through grocery and food delivery services by scanning in-store receipts using the Blue Rewards app.
Meanwhile, the loyalty landscape is shifting, as Shell Canada has announced its decision to end its long-standing partnership with Air Miles. Instead, Shell will be aligning itself with the Scene+ loyalty programme, which boasts over 15 million members. This new collaboration will allow customers to accumulate points at Shell’s approximately 1,400 gas station and convenience store locations across Canada. The rollout of this partnership will commence in Alberta on March 3 and expand nationwide by May 26.
Tracey Pearce, president of Scene+, noted, “We listened to our members when they told us they wanted a fuel loyalty partner. As a leader in the fuel industry, Shell is an ideal partner for our ecosystem.” Customers will still be able to earn and redeem Air Miles until March 2 in Alberta and May 25 for the rest of Canada.
The Future of Loyalty Programmes
As BMO transitions to Blue Rewards, the bank aims to create a more streamlined and engaging experience for its users. The recent loss of significant retailers from the Air Miles programme highlights the challenges faced by traditional loyalty schemes in a rapidly evolving market. BMO’s new initiative seeks to address these concerns by incorporating feedback from customers and adapting to their preferences.
With Blue Rewards, BMO hopes to reinvigorate the loyalty programme landscape by offering more tailored rewards and an improved user experience. As competition intensifies, the success of Blue Rewards will depend on its ability to attract and retain customers in a market that is increasingly sensitive to convenience and value.
Why it Matters
The launch of BMO’s Blue Rewards programme signifies a pivotal shift in the Canadian loyalty landscape, particularly as traditional models face pressures from changing consumer behaviour and expectations. By prioritising customer experience and leveraging strategic partnerships, BMO aims to redefine loyalty in a way that resonates with modern consumers. This development not only reflects the bank’s commitment to innovation but also highlights the ongoing evolution of how businesses engage with their customers in an increasingly digital world.
