LoyaltyOne, Co. provides

loyalty marketing Loyalty marketing is an approach to marketing, based on strategic management, in which a company focuses on growing and retaining existing customers through incentives. Branding, product marketing, and loyalty marketing all form part of the cu ...

services to enterprises in

retail Retail is the sale of goods and services to consumers, in contrast to wholesaling, which is sale to business or institutional customers. A retailer purchases goods in large quantities from manufacturers, directly or through a wholesaler, and th ...

, financial services, grocery, petroleum retail, travel, and hospitality sectors globally. Under the Alliance Data umbrella, it offer services in coalition loyalty programs, analytics and retail solutions, loyalty consulting and customer analytics.

History

In 1991, entrepreneurs Craig Underwood, Sam Duboc, and Rob Gierkink began planning a coalition loyalty program, involving partners drawn from retail and financial services sectors. This resulted in the March 1992 launch of the

Air Miles Air Miles is a group of loyalty programs operated by different companies in each region where the brand operates. The programs are available in Canada, the Netherlands and the Middle East. Points are earned on purchases at participating merchan ...

reward program. In 1998, Alliance Data acquired Loyalty Management Group Canada Inc., parent company of the AIR MILES program, and in 2008 renamed it LoyaltyOne.

Businesses

Air Miles

is a Canadian rewards program, with over 11 million active collector accounts within approximately two-thirds of all Canadian households. Cash Rewards or Dream Rewards are redeemable with hundreds of rewards partners across Canada.

2016 points expiry issue

In 2011 Air Miles Canada announced that all points would expire with no compensation to its members after 5 years of being issued. In 2016 with months before the January 1st 2017 deadline was about to be enacted, Canadian news media began to heavily report on the impending deadline with stories of Canadian's struggling to redeem their long collected points. Members who redeemed the points fearing their loss were then outraged about having used up their collected points needlessly. Customers complained that they 'wasted' points on things they didn't want in fear of losing all the points that had been collected. On December 1, 2016 Air Miles reversed their decision to expire members points, and cited that legislation that is about to be passed in Ontario that forbids the expiration of points would create problems in managing the program with various rules in each Province. In a statement release announcing the about face changes LoyaltyOne promised to ensure that they will still find a way to keep the rewards program profitable: "Going forward, LoyaltyOne will adjust the value proposition to collectors to offset the lost economics … and to maintain, as closely as possible, the economics of the Air Miles reward program prior to cancellation of the expiry policy" A proposed Class Action lawsuit was launched in Alberta. On October 31, 2017, BrandSpark announces Air Miles as the most trusted brand in Loyalty Program category.

Precima

Precima is the LoyaltyOne

data analytics Analytics is the systematic computational analysis of data or statistics. It is used for the discovery, interpretation, and communication of meaningful patterns in data. It also entails applying data patterns toward effective decision-making. It ...

arm specializing in applying data insights to sales strategies, and customer loyalty. Services include assortment optimization, price optimization, promotional optimization, targeted marketing, and supplier collaboration for

Fortune 1000 The Fortune 1000 are the 1,000 largest American companies ranked by revenues, as compiled by the American business magazine '' Fortune''. It only includes companies which are incorporated or authorized to do business in the United States, and f ...

brands in

grocery A grocery store ( AE), grocery shop ( BE) or simply grocery is a store that primarily retails a general range of food products, which may be fresh or packaged. In everyday U.S. usage, however, "grocery store" is a synonym for supermarket, a ...

retail.

BrandLoyalty

Founded in 1995 and acquired by Alliance Data in 2013, BrandLoyalty provides services in transactional and emotional loyalty, impacting

consumer behavior Consumer behavior is the study of individuals, groups, or organizations and all the activities associated with the purchase, use and disposal of goods and services. Consumer behaviour consists of how the consumer's emotions, attitudes, and ...

through promotional campaign-driven loyalty programs. In 2012, BrandLoyalty merged with IceMobile to expand in the digital space for short-term loyalty programs, instant loyalty programs, and digital solutions. Grocers and brands partnering with BrandLoyalty in European and key Asian markets include

REWE Rewe (stylized as REWE; ) is a supermarket chain in Germany and the main brand of Rewe Group headquartered in Cologne. The name originated from an abbreviation of the original name "Revisionsverband der Westkauf-Genossenschaften" (Audit union ...

Auchan Auchan () is a French multinational retail group headquartered in Croix, France. It was founded in 1961 by Gérard Mulliez and is owned by the Mulliez family, who has 95% stake in the company. With 354,851 employees, of which 261,000 have 5% ...

TESCO Tesco plc () is a British Multinational corporation, multinational groceries and general merchandise retailer headquartered in Welwyn Garden City, England. In 2011 it was the third-largest retailer in the world measured by gross revenues an ...

, Metro,

Disney The Walt Disney Company, commonly known as Disney (), is an American multinational mass media and entertainment conglomerate headquartered at the Walt Disney Studios complex in Burbank, California. Disney was originally founded on October ...

, Stikeez,

Star Wars ''Star Wars'' is an American epic space opera multimedia franchise created by George Lucas, which began with the eponymous 1977 film and quickly became a worldwide pop-culture phenomenon. The franchise has been expanded into various film ...

, and

Jamie Oliver James Trevor Oliver MBE OSI (born 27 May 1975) is an English chef, restaurateur and cookbook author. He is known for his casual approach to cuisine, which has led him to front numerous television shows and open many restaurants. Oliver reac ...

COLLOQUY Speaks

COLLOQUY Speaks offers research and insights on loyalty and customer experience industry trends.

IceMobile

IceMobile was founded by Ralph Cohen in 2002 and specializes in digital loyalty platforms and loyalty experience for high frequency retailers globally. Services include mobile solutions for loyalty stamp collecting, mobile app 1-to-1 communications for daily shoppers, and personalized promotions solutions. As part of Alliance Data, IceMobile offers advanced data analytics with Precima.

Awards

LoyaltyOne has received awards covering marketing, contact centres, human resources, training and leadership. In 2012, LoyaltyOne was named one of Canada’s 50 Best Employers for its third consecutive year and one of Canada’s Greenest Employers.

References

{{Customer loyalty programs Companies based in Toronto Customer loyalty programs Frequent flyer programs