A sector in full transformation
The year 2025 was marked by significant changes in the landscape of food retailer loyalty programs in Canada. Metro underwent a major overhaul of its MOI program, while Sobeys (IGA) ended its partnership with Air Miles to adopt the Scène+ platform. For its part, Loblaw continues the development of its PC Optimum card.
In an inflationary context where households seek to optimize their food budget, membership in free reward programs offered by retailers is seeing notable growth.
A highly competitive market
Jean-Maximilien Voisine, founder of the Milesopedia website, a platform specialized in the analysis and comparison of loyalty cards, highlights the scale of this market. Canada currently has more than 80 loyalty programs, and their evolution is constant. According to the expert, the fundamental philosophy of these programs is based on responding to consumer needs and building loyalty, notably through the regular introduction of new rewards and strategic partnerships that expand point accumulation possibilities.
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Mr. Voisine explains that the main advantage of this approach lies in the ability to build consumer loyalty across all their daily activities, whether it be when refueling, visiting a pharmacy, or making food purchases. The strategic objective is to maintain a constant presence in consumption habits to better know the customer and offer them personalized deals.
Proven profitability for companies
François Gaumond, a partner at Deloitte, a firm that advises many companies in the development of their loyalty strategies, provides essential insight into the motivations of retailers. The massive investment by companies in these programs is explained by their substantial profitability.
Data collected by Deloitte demonstrates that companies with high-performing loyalty programs record an increase in revenue nearly two and a half times higher than that of their competitors who have not implemented such systems. This dynamic creates a mutually beneficial situation: the consumer concentrates their purchases within a single network to maximize their points, while the company benefits from a captive customer base and a higher average basket size.
Sophisticated personalization mechanisms
The current trend favors precise consumer targeting through personalized offers sent to smartphones. Mr. Gaumond illustrates this mechanism with a concrete example: a condiment manufacturer could choose to target consumers who regularly buy condiments but have not yet adopted its brand. The retailer then sends a personalized offer providing extra points for the purchase of that specific brand during a set period.