In an age of abundant choice and competition, brand loyalty is more challenging to capture and sustain than ever. With consumers increasingly expecting both tangible value and emotional connection, Air Miles’ President, Shawn Stewart, offers a fresh perspective on the enduring concept of loyalty. Under his leadership, Air Miles has shifted its focus beyond traditional transactional loyalty, aiming to create meaningful, memorable experiences that resonate with customers.
We caught up with Stewart to discuss how Air Miles is reimagining loyalty, adapting to consumer behaviour shifts, and finding new ways to connect with their millions of collectors across Canada.
In today’s evolving consumer environment, how do you define loyalty?
Shawn Stewart: It’s a great question, and it’s more relevant than ever. Consumers today are dealing with inflation, rising prices, and a saturated market with endless options. Traditional loyalty used to be fairly straightforward—offer rewards for purchases, and consumers keep coming back. But that’s not “sticky” anymore.
Loyalty now has to go beyond just earning points. Today, it’s about creating an emotional connection. That could be through a positive experience, something that makes a lasting impression, or even something as simple as a shared memory with family or friends. For us, it’s about moving from transactions to creating moments that matter.
How is Air Miles creating these emotional connections with its collectors?
Shawn Stewart: We recently refreshed our brand to shift the focus from just “collecting more points” to “collecting more moments.” Take, for example, our partnership with Shell. It’s not only about redeeming Miles for gas; it’s about encouraging those memorable road trips with loved ones. We want people to see Air Miles as a part of those experiences, not just a transactional program.
To us, it’s about sparking joy, making people feel like they’re getting true value for their hard work. And it doesn’t stop at fuel. Whether it’s redeeming for a family vacation, an air fryer that makes dinnertime easier, or some e-vouchers from your favourite brands to make holiday gifting a breeze, we’re here to help people reward themselves in a way that’s meaningful.
What challenges do companies face today when it comes to building and sustaining loyalty?
Shawn Stewart: The biggest challenge is that the marketplace is crowded, with new brands popping up all the time. Social media has levelled the playing field, allowing upstart brands to capture attention and connect with consumers in ways that traditional companies might struggle with. There’s also more consumer choice than ever.
For brands like ours, it’s no longer about spending more on marketing or simply increasing reach. We have to be strategic. It’s about connecting authentically, whether through partnerships, influencer collaborations, or providing a product that genuinely improves people’s lives.
You mentioned earlier that value is more important than ever, especially as people are more mindful of their spending. Can you elaborate on that?
Shawn Stewart: Absolutely. The economic pressures people face have only increased the importance of real value in loyalty programs. We’re seeing trends where consumers are redeeming points for essentials like groceries and gas, rather than just luxury or aspirational items. People want to see tangible benefits, especially now.
Our focus at Air Miles has been to simplify and communicate our program’s value more effectively. Loyalty programs can get complicated, so we’re doing our best to make sure collectors understand exactly what they’re getting and how they can make the most out of it.
The idea of “collecting more moments” is powerful. How does that change the way Air Miles approaches rewards
Shawn Stewart: Traditionally, loyalty programs are all about the points—collect, collect, collect. But we want to flip that and focus on the rewards themselves. It’s about creating a deeper connection to what those rewards represent in someone’s life.
Imagine a collector who uses their Miles for a family trip, creating memories that they’ll look back on fondly. Or someone who redeems Miles for an air fryer that simplifies their family meals. It’s those moments, not the points themselves, that make people feel like they’re part of something special. That’s what “collect more moments” is all about.
For consumers, what’s one piece of advice you’d give for maximizing the value they get from loyalty programs?
Shawn Stewart: I’d encourage people to look at loyalty programs beyond the points. Think about how a program fits into your life and how you can use it to create real value. Whether it’s saving on groceries, fueling a road trip, or even gifting a loved one with a redeemed reward, loyalty programs are about enhancing your life in ways that matter.
So, explore your options and think about what “moments” you want to create with those rewards. In our program, for example, you might have Miles sitting there waiting to be used. Don’t let them go to waste—take that trip, buy that gift, or simply make the everyday a bit easier.
How is Air Miles navigating the challenge of building awareness while delivering true value for customers?
Shawn Stewart: Creating awareness is a big focus for us. Air Miles has been around for 30 years, and while many people have used it traditionally, they may not realize the enhanced value we now offer through digital channels. We’ve invested significantly in increasing the value proposition over the last year, as reflected in forums like RedFlagDeals, where people actively discuss our program. The feedback has been positive, but there’s still a need to make sure more people know how to engage with us to get the best value.
If you’re planning a weekend shop and stopping at partners like Shell, Lululemon, or others, using Air Miles can offer added savings and rewards. Our biggest challenge is raising awareness so customers are reminded to check our app or site before they shop. It’s about integrating Air Miles into their everyday spending habits.
For those completely new to loyalty programs, how should they approach Air Miles to get the most out of it?
Shawn Stewart: If you’re just starting, the first place to look for value is the Air Miles app. The app consolidates offers, participating brands, and the best ways to collect Miles near you. Think of it as a home base for everything you need to know.
For newcomers, there’s also a lot of community support. There are forums and [content creators] who educate consumers on maximizing loyalty programs. We’re fortunate to have a community that not only uses our program but actively shares strategies on how to maximize it. However, taking that initial step of downloading the app or signing up for our emails is essential to begin reaping the rewards.
How do you see Air Miles users evolving, especially with the shift to digital platforms?
Shawn Stewart: We’re definitely seeing a shift. The app is the best way to engage and maximize value. However, many people still have the traditional plastic card and haven’t transitioned to digital. Our focus is to encourage these members to engage digitally, whether through the app, email, or other digital platforms.
This digital shift is essential because it opens up additional layers of value and personalization that aren’t available through traditional means. We’ve structured the program to ensure that digital users see the most relevant offers and the highest value, but it does require some effort. Checking the app once a week, for instance, will give you insights into new promotions, ways to earn, and deals that make a difference.
There are a lot of loyalty programs out there. What makes Air Miles stand out in terms of customer experience and value?
Shawn Stewart: What’s often overlooked is that people don’t necessarily choose loyalty programs; they choose brands they love, and loyalty programs come with that choice. If you’re loyal to a particular grocery store, it’s not easy to switch, even if a competing program offers rewards. We’ve taken this into account and focused on flexibility so customers can earn Miles without drastically changing their habits.
For example, our app’s Receipt Scan feature allows you to earn Miles no matter where you shop for groceries. Whether it’s your local store, big grocery chain, wholesale club, or big box store, simply scan your receipts, and we reward you for products and brands you purchase frequently. This approach aligns with our partnerships with consumer packaged goods companies, reinforcing that loyalty is about brand alignment, not just points.
With such a diverse network of brands, how do you ensure a consistent and seamless user experience across all touchpoints?
Shawn Stewart: Streamlining the experience is one of our top priorities. Previously, users had to navigate multiple channels, whether through Air Miles Shops, card-linked offers, or our app. Now, our goal is to centralize everything in the app so users don’t have to hop from one place to another to find offers.
We’re also using data and analytics to personalize the experience. Much like Netflix, we strive to tailor the user experience based on individual preferences. For example, during sign-up, users can select categories they’re interested in, making it easier for us to bring relevant offers to the forefront. It’s part art and part science, but ultimately, it’s about making the journey intuitive and easy.
Have you noticed any insights from customer behaviour that have influenced how Air Miles structures its rewards?
Shawn Stewart: Absolutely. One surprising insight is that customers don’t always want to use up all their Miles in one go. In the past, our communications encouraged people to redeem 5,000 Miles for a big reward, like a flight or a high-value item. But some people prefer to use smaller amounts more frequently, similar to how they might manage their bank account.
In response, we’ve lowered the minimum Miles required for entry. For example, we recently ran a contest where people could participate with just 10 Miles. Initially, we thought this would mostly attract users with a small balance, but interestingly, many high-mileage collectors also participated. This tells us that even frequent collectors appreciate the flexibility to use their Miles in smaller, more frequent ways. It’s an insight that has helped us redefine our redemption options to better align with user habits.
Are there any common misconceptions about the Air Miles program that you’d like to clear up?
Shawn Stewart: One big misconception is that it takes years to collect enough Miles to get anything meaningful. We hear stories like, “I’ve been collecting for eight years and can’t even get a toaster!” This perception is something we’re actively working to address.
We’ve reduced the entry-level redemption options so users can start seeing value earlier. Small redemptions like $10 off on groceries or gas are achievable much sooner, which goes a long way toward showing the value of the program. We want people to understand that they don’t need to wait years to see a benefit; with regular engagement, they can start collecting moments that enhance their day-to-day life.
What advice would you offer to someone looking to get the most value out of the Air Miles program?
Shawn Stewart: My top advice would be to stay engaged, even if it’s just checking the app once a week. This small habit can unlock offers and Miles-earning opportunities you might otherwise miss. By engaging digitally, you’ll see new, personalized promotions that align with your spending habits, helping you accumulate Miles faster.
We aim to be a program that people don’t just use but genuinely enjoy and find value in, without needing to change their routines. For us, it’s about creating an experience that complements daily life, helping our collectors build memories and save money along the way. Loyalty, at its core, is about shared value—helping our customers collect moments that matter.
Looking ahead, how do you envision the future of loyalty in Canada, and what role will Air Miles play in that?
Shawn Stewart: We’re in an era where loyalty programs are increasingly integrated with financial institutions. This partnership model means that programs like Air Miles aren’t just add-ons but essential parts of people’s financial and daily lives. We’re aiming to make Air Miles a program that supports collectors in every aspect of life, not just when they’re shopping. Imagine earning rewards on a wide variety of life experiences. The technology is already in place; now, it’s about creating that cohesive, emotionally resonant experience for our collectors.
This interview has been edited and condensed for clarity.
