Empire Co. the latest to quit Air Miles

Empire Co.’s announcement this month of its withdrawal from Air Miles means the grocery giant is joining Lowe’s Canada and the Liquor Control Board of Ontario among firms that have quit the program.

Loyalty program expert Ricky Zhang told CBC News it would be an exaggeration to call the latest major defection from Air Miles the beginning of the end for the program, but it is a serious concern for the brand. Loyalty programs are in the spotlight throughout Canada these days. Earlier this year, Home Hardware announced the end of its deal with Aeroplan.