TORONTO — Sobeys will debut its new Club Sobeys loyalty card and MasterCard programs in Ontario today, following their introduction in Western Canada Wednesday. The new program — the first of its kind for Sobeys stores — allows cardholders to accrue points redeemable for grocery discounts, rewards and airline travel miles, said Bill McEwan, chief executive officer of Sobeys, who announced the program at an investor conference here this week, calling it “the most significant strategic development in the seven a and a half years I have been with Sobeys.” Club Sobeys MasterCard holders accrue points for all card purchases, and earn two Club Sobeys points for every $1 spent in Sobeys stores. McEwan said the development of Club Sobeys dates back more than three years to efforts to consolidate its point-of-sale systems and develop the “intellectual capital” capable of running a sophisticated shopper insights program.

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