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Sport Chek joins Scene loyalty program

Sports equipment retail chain Sport Chek has joined the Scene loyalty program. The company is the first long-term marketing partner of the Scene program, which is a joint venture of Scotiabank and Cineplex Entertainment. Participants in the program will receive Scene points for purchases made at Sport Chek locations nationally, and redeem loyalty points for merchandise from the chain. The initiative will also include special offers for free movies and bonus Scene points tied to promotions for specific brands at Sport Chek stores, as well as additional cross-promotional activities.

The company will conduct a launch promotion next month. It will make use of in-store materials at 180 Sport Check locations and 1,100 Scotiabank branches, as well as theatre advertising at 160 Cineplex theatres and direct communications to Scene program members. The launch will also incorporate ads on Scotiabank automated teller machines, digital advertising and social media activities. The campaign will be aimed primarily at consumers between the ages of 14 and 40, with an emphasis on young families. Sport Chek is a division of FGL Sports, which is a subsidiary of Canadian Tire.

"Canada has never seen such a rich loyalty program targeted to those who love sports and entertainment," said Duncan Fulton, chief marketing officer at Sport Chek. "We see this as a major opportunity to build a strong connection with our customers, young, digitally savvy individuals and families, who spend a ton of active and entertainment time together. Our expectation is that this strategic partnership will attract new customers and help showcase the benefits of being active in sports."

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