Air Miles ramps it up with new strategy

The Air Miles loyalty program, which filed for bankruptcy on both sides of the border last year, was acquired by Bank of Montreal last June. And it appears the new ownership is prompting Air Miles to try out some radical new ideas, as well.

Maclean’s, in an in-depth look at Air Miles in its April 5 issue, reports on a concept called Air Miles Receipts, launched in November. Targeted at the consumer packaged goods (CPG) industry, “layering over” existing retailer programs, Air Miles Receipts allows consumers to “effectively reap the rewards twice on a single basket.” Consumers scan their receipts with an in-program app and they can win bonus points and offers.