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LCBO Terminates Partnership with AIR MILES End of March 2021

To the point

LCBO has just announced that its partnership with the AIR MILES Loyalty Program will end on March 31, 2021.

LCBO Terminates Partnership with AIR MILES End of March 2021

After Lowe’s, Rona and Reno-Dépôt, who left the program at the end of January, it’s the LCBO’s turn to announce its departure.

As of April 1, 2021 you will no longer be able to get or use Miles at LCBO locations.

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Specifically, you have until March 31, 2021 to collect Miles at LCBO locations and use Cash Miles for LCBO eVouchers through airmiles.ca. After that date, it will be too late.

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Conclusion

The LCBO has been an AIR MILES partner since 1997! This is a serious blow to the coalition program. The LCBO has certainly looked closely at the SAQ and its SAQ Inspire loyalty program and will surely seek inspiration from it:

We are working on introducing a future loyalty program and will have all the exciting details ready to share in the coming months.

It must be said that brands are looking for valuable data on their customers (consumption habits, frequented branches, etc.) to meet their expectations better. Something that is clearly not really possible to do when being a member of a coalition program.

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