In an age of abundant choice and competition, brand loyalty is more challenging to capture and sustain than ever. With consumers increasingly expecting both tangible value and emotional connection, Air Miles’ President, Shawn Stewart, offers a fresh perspective on the enduring concept of loyalty. Under his leadership, Air Miles has shifted its focus beyond traditional transactional loyalty, aiming to create meaningful, memorable experiences that resonate with customers.

We caught up with Stewart to discuss how Air Miles is reimagining loyalty, adapting to consumer behaviour shifts, and finding new ways to connect with their millions of collectors across Canada.

In today’s evolving consumer environment, how do you define loyalty?

Shawn Stewart: It’s a great question, and it’s more relevant than ever. Consumers today are dealing with inflation, rising prices, and a saturated market with endless options. Traditional loyalty used to be fairly straightforward—offer rewards for purchases, and consumers keep coming back. But that’s not “sticky” anymore. 

Loyalty now has to go beyond just earning points. Today, it’s about creating an emotional connection. That could be through a positive experience, something that makes a lasting impression, or even something as simple as a shared memory with family or friends. For us, it’s about moving from transactions to creating moments that matter.

How is Air Miles creating these emotional connections with its collectors?

Shawn Stewart: We recently refreshed our brand to shift the focus from just “collecting more points” to “collecting more moments.” Take, for example, our partnership with Shell. It’s not only about redeeming Miles for gas; it’s about encouraging those memorable road trips with loved ones. We want people to see Air Miles as a part of those experiences, not just a transactional program.

To us, it’s about sparking joy, making people feel like they’re getting true value for their hard work. And it doesn’t stop at fuel. Whether it’s redeeming for a family vacation, an air fryer that makes dinnertime easier, or some e-vouchers from your favourite brands to make holiday gifting a breeze, we’re here to help people reward themselves in a way that’s meaningful.

What challenges do companies face today when it comes to building and sustaining loyalty?

Shawn Stewart: The biggest challenge is that the marketplace is crowded, with new brands popping up all the time. Social media has levelled the playing field, allowing upstart brands to capture attention and connect with consumers in ways that traditional companies might struggle with. There’s also more consumer choice than ever. 

For brands like ours, it’s no longer about spending more on marketing or simply increasing reach. We have to be strategic. It’s about connecting authentically, whether through partnerships, influencer collaborations, or providing a product that genuinely improves people’s lives.

You mentioned earlier that value is more important than ever, especially as people are more mindful of their spending. Can you elaborate on that?

Shawn Stewart: Absolutely. The economic pressures people face have only increased the importance of real value in loyalty programs. We’re seeing trends where consumers are redeeming points for essentials like groceries and gas, rather than just luxury or aspirational items. People want to see tangible benefits, especially now. 

Our focus at Air Miles has been to simplify and communicate our program’s value more effectively. Loyalty programs can get complicated, so we’re doing our best to make sure collectors understand exactly what they’re getting and how they can make the most out of it.

The idea of “collecting more moments” is powerful. How does that change the way Air Miles approaches rewards

Shawn Stewart: Traditionally, loyalty programs are all about the points—collect, collect, collect. But we want to flip that and focus on the rewards themselves. It’s about creating a deeper connection to what those rewards represent in someone’s life. 

Imagine a collector who uses their Miles for a family trip, creating memories that they’ll look back on fondly. Or someone who redeems Miles for an air fryer that simplifies their family meals. It’s those moments, not the points themselves, that make people feel like they’re part of something special. That’s what “collect more moments” is all about.

For consumers, what’s one piece of advice you’d give for maximizing the value they get from loyalty programs?

Shawn Stewart: I’d encourage people to look at loyalty programs beyond the points. Think about how a program fits into your life and how you can use it to create real value. Whether it’s saving on groceries, fueling a road trip, or even gifting a loved one with a redeemed reward, loyalty programs are about enhancing your life in ways that matter.

So, explore your options and think about what “moments” you want to create with those rewards. In our program, for example, you might have Miles sitting there waiting to be used. Don’t let them go to waste—take that trip, buy that gift, or simply make the everyday a bit easier.