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Sobeys Doing Away With Air Miles Beginning This Summer – They Have Bought Into Scene+ Points Program

Empire Company Limited, the parent company of Sobeys revealed today that it has bought an ownership stake in the Scene+ program. Empire now owns the company alongside Scotiabank and Cineplex.

“Together, these iconic Canadian customer-focused brands, will transform the Scene+ program into a preeminent loyalty program in Canada.” said Empire in a release.

The Scene+ program will rollout in Empire stores including Sobeys beginning in Atlantic Canada this coming August. It will then continue across the country in 2023. Air Miles collectors will continue to earn and redeem in Empire stores until the Scene+ program is available in their region.

“Coupling Scene+ with the investments we’ve made in technology, data and personalization will push the customer experience in our stores to new heights.” said Michael Medline, President and CEO of Empire. “Scene+ is on an exciting evolution to become a world-class loyalty program in Canada. We’re thrilled to be able to offer our customers significant opportunities to be rewarded when, how and where they want.”

Empire will gradually roll out Scene+ at Sobeys, Safeway, Foodland, IGA, FreshCo, Chalo! FreshCo, Voilà by Sobeys/Safeway/IGA, Needs, Thrifty Foods, Les Marchés Tradition, Rachelle Bery and Lawtons Drugs, as well as its liquor stores in Western Canada.

Over 10 million members belong to the Scene+ program in which they have the opportunity to earn and redeem points at Scotiabank, Cineplex Theatres and restaurants including Swiss Chalet, Harveys, and Montana’s. Members can plan trips on Expedia and other redemption partners include Apple and Best Buy.

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