AIR MILES cancels expiry policy

Company makes decision that will result in higher level of satisfaction among Collectors

On Dec. 1

On Dec. 1

On Dec. 1, 2016, the AIR MILES® Reward Program announced it is cancelling the expiry policy that was scheduled to take effect on Dec. 31, 2016. The decision means that there will no longer be a deadline in place for Collectors to use their Miles to get the rewards they want.

“We have made the decision to cancel the expiry policy for all Collectors effective immediately. There is uncertainty with provincial governments proposing or considering legislation across Canada so we have decided to cancel the expiry policy so that all Collectors, regardless of location, can be confident that their balances will be protected,” said Bryan Pearson, President and CEO, LoyaltyOne. “Our commitment is to create an environment where reward programs continue to deliver value to consumers and the companies that operate them. Over the last 4 years, our Collectors have received more than $2B worth of value, and it is our promise that we will never stop working to make the AIR MILES experience as great as it can be for all Collectors.”

A press release from the program says, “As Canada’s loyalty program, AIR MILES remains committed to building a program that delivers value to Collectors and Partners across the country. AIR MILES will continue to play a leading role in shaping policies and best practices in the loyalty industry. The company is confident in its strategy to maintain the proper economic balance of the program that ensures long-term growth, and engagement.”

The company notes that cancelling the expiry policy will lead to more meaningful conversations between government and industry, helping to ensure loyalty programs remain viable in all provinces and that Canadian consumers continue to reap the rewards of loyalty programs, regardless of the province in which they live.

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About the AIR MILES Reward Program

Launched in 1992, the AIR MILES Reward Program has more than 11 million active Collector accounts, approximately two-thirds of all Canadian households.