Air Miles to become Blue Rewards
By Derek Winkler
BMO is preparing a relaunch of the Air Miles loyalty program, which will be rebranded Blue Rewards. The new branding will be introduced this summer, along with a redesigned mobile application and website. According to the company, the new program will offer “greater flexibility, enriched benefits, expanded partnerships and a new streamlined digital experience.” This will include a simplified booking process for flights, hotels and car rentals, as well as the ability to collect points on grocery and food deliveries when receipts are scanned using the app. Existing Air Miles will be automatically converted to the new Blue Points at their equivalent value in the summer. New companies joining the service will include Porter Airlines, all Accor hotel brands, Instacart and MTY Group restaurants. Shell Canada will exit the service on March 2 in Alberta and May 25 in the rest of the country.
“Blue Rewards completely reimagines the loyalty experience with the client at the centre,” said Mathew Mehrotra, group head of Canadian personal and business banking at BMO. “With a digitally enabled platform, we're making one of Canada's most celebrated loyalty programs even better by delivering simpler, flexible, more personalized rewards for members and helping them make real financial progress every day.”