[INTERVIEW] AIR MILES’ The Second Store

Jason Beales is again for this third interview with us! Right this moment, he’s going to share the brand new “AIR MILES’ The Second Store” initiative. Regardless that Air Miles takes its justifiable share of warmth, I do really feel that they’re not less than making an attempt to take their program up one other degree. Thanks Jason for taking day out of busy schedule time and again to reply our questions. We actually admire your time! 

Hyperlinks to first two interviews:

1) Please inform us about your self and your position with AIR MILES?

My identify is Jason Beales and I’m the Chief Technique and Business Officer at AIR MILES. I’ve spent a lot of my profession in North American capital markets, working with company purchasers to uncover aspects of their enterprise that are unrealized or underappreciated; advising on growth-driven company growth, and helping in worth maximization pursuits. I’ve expertise as an entrepreneur and have held positions in each advertising and expertise all through my profession. Thus, regardless of the dimensions of a accomplice’s enterprise or the scope of their involvement within the AIR MILES coalition, I’m well-positioned to help our Shopper Providers and Enterprise Improvement groups as they concentrate on integrating new manufacturers into this system whereas working collaboratively with our current companions to ship outcomes.

2) What’s AIR MILES’ The Second Store all about?

We just lately launched AIR MILES’ new model platform ‘Acquire Extra Moments’ to assist Canadians reconnect as we reshape the way forward for loyalty in Canada. Amidst the chaos of our each day distracted lives, we consider Canadians have misplaced a way of true reference to people who give their lives that means. Given typical loyalty packages now appear to be predominantly transactional targeted lately, we consider that actual loyalty goes nicely past merely amassing Miles or money again – offering true experiential worth in folks’s lives is our refurbished aim, and that’s what we’re seeking to do throughout the nation.

To rejoice our new model evolution, AIR MILES has launched The Second Store – a singular retail expertise the place each merchandise represents a significant second that may be redeemed through this system. The Second Store options a wide range of ‘moments’ (each massive and small), permitting AIR MILES collectors to decide on experiences that empower them to attach with those that matter most – be it a Sunday Spa Day Second, the Doggie Birthday Occasion second or the Rollercoaster Drop second.

After deciding on the second that resonates with them, collectors take their merchandise to the checkout counter the place it’s scanned and a free prize – spanning from reward playing cards to pizza ovens – is revealed. Prizes relate to the collector’s chosen second, displaying how AIR MILES is right here that will help you create extra moments, extra usually.

Collectors can take part within the nationwide tour by visiting The Second Store in particular person in the case of their nearest metropolis. The Second Store debuted in Toronto on July 5 and is operating as a nationwide cellular tour, visiting main cities throughout Canada together with Vancouver, Edmonton, Calgary, Montreal, Ottawa, Halifax and Charlottetown all through the summer season. Canadians can maintain updated on their nearest Second Store right here.

3) What prompted AIR MILES to work on this initiative?

As talked about beforehand, we all know Canadians are busy and distracted; many have misplaced a way of true connection. AIR MILES is on a mission to assist Canadians break away from their units and disconnect; successfully reshaping the way forward for loyalty in Canada into tangible and memorable occasions.

In a current third-party survey commissioned by AIR MILES, information reveals that Canadians are feeling more and more disconnected from their family members and overconsumed by display screen time. 67 per cent of Canadians crave extra particular moments with those who matter to them, but 37 per cent not often or by no means plan an exercise or occasion to create these moments. An astonishing half of respondents take their telephone to the lavatory with them and 39 per cent say it’s the very last thing they see earlier than falling asleep. Moreover, 84 per cent of Canadians agree that world occasions over the previous few years have made them notice that point is valuable and small moments matter.

AIR MILES acknowledges this and is evolving this system to assist collectors expertise extra of those moments, extra usually. Actual loyalty is greater than a transaction, and AIR MILES is all about serving to folks gather extra significant moments, above and past bodily gadgets.

4) What else is AIR MILES engaged on?

Beginning in September, a nationwide enlargement of our partnership with Pharmasave provides collectors a brand new solution to earn and redeem Reward Miles in-store at taking part places throughout the nation, excluding Quebec. Pharmacies are a cornerstone of communities throughout Canada and a serious class of on a regular basis spend, together with fuel and grocery. This expanded partnership affords Canadians extra worth again from their hard-earned cash whereas providing our valued accomplice a possibility to deepen its relationship with clients in every of its communities.

As Canadians proceed to prioritize worth optimization, AIR MILES has made key program modifications to strengthen its presence in key on a regular basis buy classes – grocery, fuel, and pharmacy – to permit Canadians to get to their subsequent reward and second quicker, which the brand new platform underscores. Enabling stacking of promotions is an inspired quick observe to worth accrual. We’re assured with this system investments we’ve made (and are poised to make), AIR MILES is evolving the platform to concentrate on giving Canadians extra alternatives to gather – day by day.

5) Any closing ideas?

We’re excited for this new chapter at AIR MILES and the very fact you’ll begin seeing much more of us than ever earlier than (not merely a attain out to collectors…however to all Canadians). Whether or not it’s our new expanded partnership with Pharmasave, continued enchancment for journey, merch, and evoucher optionality, extra strong Card Linked Supply options, or including new companions to our Receipt scan performance, we’re emphasizing worth and displaying up for Canadians once they want it most. Keep tuned for much more to come back – it’s going to be a busy yr!