Sobeys Launches Scene+ Loyalty Rewards in Atlantic Canada

Sobeys Inc.’s parent company, Empire Company Ltd., rolled out the Scene+ customer loyalty program to its Atlantic Canada stores in the first wave of a company-wide introduction.

Customers at Sobeys and Foodland stores in Atlantic Canada, the Voilà by Sobeys online grocery service, Needs convenience stores and Lawtons Drugs pharmacies can now earn Scene+ loyalty points when they shop, Empire said yesterday. They’ll also have a chance to win free “Grocery for a Year” worth up to $14,000 when they scan their registered Scene+ card with their purchase. The contest runs until September 21.


Sobeys parent company Empire has moved to Scene+ from its former loyalty program, Air Miles. Scene+ debuts at Sobeys in Atlantic Canada.

“The launch of Scene+ in Atlantic Canada is an important step in our retention journey. Early customer participation and engagement exceeded our expectations. And we’re just getting started,” Sandra Sanderson, senior vice president of marketing at Stellarton, N.S.-based Empire, said in a statement. “We are thrilled to announce that Empire stores in Western Canada are next, where our customers will have significant opportunities to be rewarded by Scene+. We will also bring additional value to our loyal customers at FreshCo stores in Western Canada, which will now have a loyalty program for the very first time. »

The Empire plans to expand the Scene+ program in British Columbia, Alberta, Saskatchewan and Manitoba on September 22 and will continue with additional regional launches in the rest of Canada in 2022 and early 2023. Customers will earn Scene+ points from purchases made in the framework of Sobeys, Safeway, Foodland, IGA, FreshCo, Chalo! FreshCo, Voilà, Thrifty Foods, Les Marchés Tradition and Rachelle Béry banners, as well as in the company’s liquor stores.

For every 1,000 Scene+ points earned, customers can save $10 on select purchases at Empire banner stores. There are several ways to earn Scene+ points:

Personalized offers: Customers can sign up to receive offers from participating banners to earn points each week.

Deals of the day: Point offers on shelf labels.

Weekly promotions: Bonus point events at participating stores and in store flyers.

Rates reserved for members: Special prices and discount offers on select purchases.

Dot Acceleration: Customers can earn points faster on purchases at Empire stores made with a Scotiabank Scene+ credit or debit card and they can redeem Scene+ points for account credit on eligible debit and credit cards of Scotiabank.

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Plans are for Scene+ to roll out to Sobeys locations in Western Canada in September and to other regions through the remainder of 2022 and early 2023.

Scene+’s 10 million members across Canada can also earn points at Scotiabank, Cineplex theaters and other entertainment venues, as well as 700 Recipe Unlimited restaurants across Canada, including Swiss Chalet, Harvey’s and Montana’s. Redemption partners include Expedia and retailers like Apple and Best Buy. The loyalty program is jointly owned by Empire, Scotiabank and Cineplex.

In June, Empire announced plans to move Sobeys’ retail network to Scene+ from its former Air Miles loyalty offering, one of Canada’s leading consumer loyalty programs. Empire said it expects sales and profits to increase in Scene+’s first year of operation.

“With the Scene+ loyalty offering now in place across the Empire family of stores in Atlantic Canada, we are excited to offer our Western Canadian members a new way to earn and redeem in every aisle,” said commented Tracey Pearce, President of Scene+. “Powered by some of Canada’s strongest and most loved brands, including Scotiabank, Cineplex and now Empire, this rollout allows our Atlantic Scene and West+ members to earn and redeem points often in hundreds new grocery stores, pharmacies and convenience stores in these regions. ”

IGA stores in Atlantic Canada operated by Empire will continue to allow customers to earn and redeem Air Miles points until further notice, according to Empire.

Empire’s food retail network, operated through its subsidiary Sobeys, includes more than 1,900 food, drug and convenience stores in all 10 provinces under banners such as Sobeys, Safeway , IGA, Foodland, FreshCo, Thrifty Foods, Farm Boy and Lawtons Drugs. The retailer also operates more than 350 gas stations and manages grocery e-commerce operations under the Voilà, Grocery Gateway, and banners.

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