The Top 10 Rewards Programs in Canada – Loyalty Redefined by Canadian Retailers

This article is just Part 1 of my series titled “Loyalty Redefined by Canadian Retailers”. Look out for more insights about your favourite Canadian rewards programs in the coming weeks!

We all know that loyal Canadians just love their rewards programs! In fact, “the average Canadian household is a member of 8.2 loyalty programs, according to the soon-to-be-released 2013 COLLOQUY Loyalty Census.”  I also love loyalty programs, but of course only when they suit my specific needs because otherwise they’re just another piece of plastic taking up valuable space in my wallet.

While mobile loyalty is starting to become a reality in Canada, meaning  the days of filling my wallet with plastic cards will soon be a distant memory, I will still be particular about what programs I focus on using. Most Canadians, as well as myself, will become more and more particular about only using programs that are the easiest to understand and offer the most  relevant and timely collection and redemption options.

I may be a “member” of countless loyalty or rewards programs, but there are only three that I keep in my wallet. Can you guess which ones they are?

As promised, here are the top Canadian rewards programs based on past 3 month active points/miles collection nationally:

  1. Airmiles
  2. Shoppers Optimum
  3. Canadian Tire Rewards/Money
  4. Aeroplan
  5. HBC Rewards/ Hudson’s Bay Rewards
  6. PETRO-POINTS
  7. Scene
  8. Club Sobeys
  9. CAA
  10. PC Points/PC Plus

The team at Abacus Data decided to run this interesting question every 2 months to keep on top of the latest changes in rewards program usage in Canada. From March to May 2013, we can see an overall decline in collecting behaviour across almost every Canadian program. Seasonal shopping behaviours are likely playing the biggest role in this drop, but many programs focus a lot of their advertising dollars at the end of the year, so by May they have lost a lot of consumer momentum. This tracking data will start to show some very interesting insights when we can compare changes over 6 months with our late July poll.

Here are the results from our March and May 2013 online omnibus surveys (feel free share this!):

Abacus Data Canadian Rewards Programs March and May 2013
There were also some very big statistically significant differences between regions in Canada. Not surprisingly however, these differences have a lot to do with where retailers with rewards programs are located across the country.

Here are the top 10 Canadian rewards programs by region as of May 2013:

  1. Airmiles
  2. Shoppers Optimum
  3. More Rewards/Save-on-More
  4. HBC Rewards/ Hudson’s Bay Rewards
  5. Canadian Tire Rewards/Money
  6. Aeroplan
  7. Scene
  8. PETRO-POINTS
  9. RBC Rewards/Avion
  10. Plum Rewards
  1. Airmiles
  2. Shoppers Optimum
  3. Club Sobeys
  4. Aeroplan
  5. Canadian Tire Rewards/Money
  6. HBC Rewards/ Hudson’s Bay Rewards
  7. PETRO-POINTS
  8. Scene
  9. CAA
  10. Plum Rewards
  1. Airmiles
  2. Shoppers Optimum
  3. Club Sobeys
  4. Canadian Tire Rewards/Money
  5. HBC Rewards/ Hudson’s Bay Rewards
  6. Aeroplan
  7. Scene
  8. CAA
  9. Plum Rewards
  10. PETRO-POINTS
  1. Airmiles
  2. Shoppers Optimum
  3. Canadian Tire Rewards/Money
  4. HBC Rewards/ Hudson’s Bay Rewards
  5. PETRO-POINTS
  6. Aeroplan
  7. Club Sobeys
  8. Scene
  9. PC Points/PC Plus
  10. Plum Rewards
  1. Airmiles
  2. metro&moi
  3. PETRO-POINTS
  4. Canadian Tire Rewards/Money
  5. CAA
  6. Aeroplan
  7. Desjardins BONUSDOLLARS
  8. Shoppers Optimum
  9. Sears Card
  10. HBC Rewards/ Hudson’s Bay Rewards
  1. Airmiles
  2. Shoppers Optimum
  3. Canadian Tire Rewards/Money
  4. Aeroplan
  5. HBC Rewards/ Hudson’s Bay Rewards
  6. PETRO-POINTS
  7. Plum Rewards
  8. Esso Extra
  9. PC Points/PC Plus
  10. Sears Card

I can’t even begin to explain my love-hate relationship with rewards programs, or brand loyalty initiatives in general, but  I am glad that brands have decided to give back to consumers through win-win rewards programs.

To all of the brands out there, keep helping Canadians save time and money and don’t forget to make us feel special too!

 

Sean Copeland is a certified marketing research professional (CMRP) known for his broad knowledge of the research workflow, his disruptive approach to problem solving and for building strong client relationships. In over 5 years Sean has developed, sold, executed, and managed hundreds of consumer research studies using a variety of new and traditional research methodologies.

Contact Sean Copeland:

T: 647-269-5085

E: sean@abacusdata.ca

W: http://www.abacusdata.ca

Sean on Twitter Sean on LinkedIn Sean on Google Plus