After Atlantic Canadian Rollout, Sobeys Expands Scene+ Program West
STELLARTON — Like it or not, Sobey’s and its sister companies have given up on the Air Miles program. In its place is Scene+, a loyalty program that lets you earn points for Cineplex, restaurants, and more.
The program launched in Atlantic Canadian Sobeys and its partner stores on August 11, and is now rolling out in western provinces. Stellarton-based Empire, the parent company of Sobeys, Needs, and Lawton Drugs, says the entire country will be able to earn Scene+ points by early 2023.
Scene points have previously been available at Cineplex cinemas and other locations.
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When it was announced that customers could no longer earn Airmiles at Sobeys and other outlets, it was met with mixed reaction. Those who were collecting Air Miles for many years were disappointed by years.
But, as this column from Retail insider argues, The Air Miles program was flawed. Despite offering Airmiles, Empire had no control over how the points worked.
“Air Miles is a versatile loyalty program used by many retailers. But for Sobeys, it became just an invisible advantage few really cared about. Sobeys never really had control over it. With the high number of miles you could collect, the program became confusing for both members and retailers, including Sobeys. But knowing that Metro, one of Sobeys’ main competitors in Eastern Canada, also had a deal with Air Miles was becoming increasingly awkward in an era in which getting customers back, and back again, will be challenging. The market is just not the same as it was in 2020.”
In this case, however, Empire is co-owner of Scene+, along with Scotiabank and Cineplex, giving them much more control over how things work. Empire became part-owner in June.
According to Empire’s press release, Scene+ has 10 million users in Canada. Since launching Scene+ in Atlantic Canada, the Nova Scotia grocery giant says “Early customer participation and engagement have exceeded our expectations. And we are just getting started,”
In celebration of the new program, Empire is holding a contest where people can win free groceries for a year (valued at $14,000) whenever they scan their Scene+ card when making purchases.
Derek Montague is a Huddle reporter in Halifax. Send him your feedback and story ideas: [email protected].