There was a tremor within the pressure this morning. For individuals new to buyer loyalty and people who don’t care a lot for historical past, the impression was negligible.
However for individuals who have made a profession on this business, particularly Canadian entrepreneurs, the shaking was sufficient to make you sit quietly for a second and catch a breath.
The information as we speak: The AIR MILES program goes away. BMO introduced that the primary coalition program in North America and one which was instructive to the formational pondering of many in our business, will transition to Blue Rewards throughout the summer season of 2026. Study all about Blue Rewards right here.
The official announcement, which you’ll be able to learn right here, paints an unemotional image of the transition:
“BMO as we speak unveiled Blue Rewards, a daring transformation of the long-lasting AIR MILES program, designed to ship a rewarding, seamless and personalised loyalty expertise for all Canadians. Launching in summer season 2026, the AIR MILES program will transition to Blue Rewards, which is able to proceed to be run by a subsidiary of BMO, and can provide better flexibility, enriched advantages, expanded partnerships, and a brand new streamlined digital expertise empowering thousands and thousands of members with progressive methods to earn, redeem, and make actual monetary progress.”
Mathew Mehrotra, Group Head, Canadian Private & Enterprise Banking, BMO commented “Blue Rewards fully reimagines the loyalty expertise with the shopper on the heart. With a digitally enabled platform, we’re making one among Canada’s most celebrated loyalty packages even higher by delivering less complicated, versatile, extra personalised rewards for members and serving to them make actual monetary progress each day.”
Throughout the transition interval, AIR MILES collectors can proceed to make use of their collector playing cards and finally will see their Miles routinely convert to the brand new Blue Factors on the equal worth in summer season 2026. BMO AIR MILES Credit score and Debit Card holders can proceed utilizing their playing cards uninterrupted and can obtain full program particulars within the coming months.
BMO highlights a number of key parts of the brand new program that it says will make the distinction in reviving the collector base for the storied Air Miles program:
Simplified Expertise
Money and Dream Miles from the earlier Air Miles construction will likely be consolidated and Members can have entry to a simplified journey redemption platform for flights, accommodations and automobile leases powered by Expedia Group.
Enhanced Accomplice Community
Including to the present community of over 400 manufacturers the place factors could be earned, Blue will likely be including Porter Airways, ALL Accor resort manufacturers, Instacart and MTY Group eating places. Shell Canada is exiting this system as we reported yesterday and is partnering with Scene+. Learn that information right here.
Unique Advantages for BMO Purchasers
BMO Monetary Group is the seventh largest financial institution in North America by belongings and will likely be extending particular advantages to account holders by means of Blue Rewards. All BMO Checking Account holders can opt-in to earn Blue Factors on fuel, grocery, wholesale and EV charging purchases when utilizing their debit card. New BMO Blue Rewards bank cards will likely be designed to ship distinctive on a regular basis worth with built-in accelerators on fuel, groceries, and wholesale purchases.
Business views make clear the adjustments
Richard Schenker, a nicely acknowledged Canadian loyalty knowledgeable who has designed, renovated, and managed a few of the world’s main buyer loyalty packages, shared an intensive evaluation of the explanations behind the transition and his views are value studying.
Richard spotlight the significance of belief in buyer loyalty and wraps up his article with this “The transition to Blue Rewards, Shell’s exit, and the broader shifts in shopper expectations mark a turning level for loyalty in Canada. Model recognition alone is now not enough; belief, day by day relevance, and ecosystem integration now outline success. The AIR MILES period is over, and loyalty has entered a brand new section the place packages that perceive shopper behaviour, combine seamlessly into day by day life, and earn belief each day will form the longer term.”
