Sobeys debuts Scene+ loyalty program in Western Canada

Sobeys Inc. parent Empire Co. Ltd. has stepped up the rollout of its new Scene loyalty program, now at its supermarkets in Western Canada and set to debut at stores in Ontario.

Stellarton, Nova Scotia-based Empire announced in June that it has teamed up with Scotiabank and Cineplex as co-owners of Scene , a new customer loyalty program that  the partners aim to make one of Canada’s largest. With the move, Empire is gradually transitioning from the Air Miles program, one of Canada’s leading consumer loyalty plan. 

Then in August, Empire launched Scene at its Atlantic Canada stores in the first deployment wave. That rollout enables customers of Atlantic Canada Sobeys and Foodland stores, Voilà by Sobeys online grocery service, Needs convenience stores and Lawtons Drugs stores to begin earning Scene loyalty points when they shop. 

And late last month, Scene made its debut at stores in British Columbia, Alberta, Saskatchewan and Manitoba. Empire said program’s regional rollout will continue across Canada through the rest of 2022 and into early 2023 at Sobeys, Safeway, Foodland, IGA, FreshCo and Chalo! FreshCo, Voilà, Thrifty Foods and Les Marchés Tradition Rachelle Béry locations and at company liquor stores.

Plans call for Scene to be launched at Sobeys, Foodland, FreshCo and Chalo! FreshCo stores and the Voilà by Sobeys online grocery service in Ontario on Nov. 3. Empire said Scene will mark first-ever loyalty program at FreshCo and Chalo! FreshCo stores and at Voilà by Sobeys in Ontario.

Related:Sobeys launches Scene+ loyalty rewards in Atlantic Canada

“The Western Canada launch of Scene brought us some exciting firsts, including the introduction of a loyalty program in our discount banner FreshCo. We’re thrilled with how customers in the West and Atlantic Canada have embraced the new Scene ,” Sandra Sanderson, senior vice president of marketing at Empire, said in a statement. “We want to build on this momentum and look forward to launching the program at our stores and Voilà delivery in Ontario next month.”

For every 1,000 Scene points earned, customers can save $10 off selected purchases at Empire’s banner stores. Scene points can be earned via personalized offers, everyday offers, weekly promotions, member-only pricing and points acceleration. 

Scene ’s 10 million members across Canada also can earn points at Scotiabank, Cineplex theaters and other entertainment venues, and 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. And coming in the summer of 2023, Scene members will be able to earn and redeem points at Home Hardware's close to 1,100 Dealer-owned stores nationwide. 

Related:Sobeys embarks on major new loyalty strategy

“Western Canada and Atlantic Canada Scene members are now enjoying a new and exciting way to earn and redeem points in every aisle at Empire’s family of stores, and we’re looking forward to extending the same benefits to our members in Ontario,” commented Tracey Pearce, president of Scene . “This rollout enables our Western, Atlantic and Ontario Scene members to earn and redeem points as often as they want at hundreds of new grocery, pharmacy and convenience retail locations.”

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