Sobeys launches Scene+ loyalty rewards in Atlantic Canada

Sobeys Inc. parent Empire Company Ltd. has rolled out the Scene customer loyalty program to its Atlantic Canada stores in the first wave of a companywide introduction.

Customers of Atlantic Canada Sobeys and Foodland stores, Voilà by Sobeys online grocery service, Needs convenience stores and Lawtons Drugs pharmacy stores can now earn Scene loyalty points when they shop, Empire said yesterday. They also will be entered for a chance to win free “Groceries for a Year,” valued at up to $14,000, when they scan their registered Scene card with their purchase. The contest runs through Sept. 21.

Sobeys parent Empire transitioned to Scene from its previous loyalty program, Air Miles. Scene is making its Sobeys debut in Atlantic Canada.

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

Empire plans to expand the Scene program to British Columbia, Alberta, Saskatchewan and Manitoba on Sept. 22 and continue with additional regional launches through the remainder of Canada in 2022 and into early 2023. Customers will earn Scene points from purchases under the Sobeys, Safeway, Foodland, IGA, FreshCo, Chalo! FreshCo, Voilà, Thrifty Foods, Les Marchés Tradition and Rachelle Béry banners, as well as at company liquor stores.

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For every 1,000 Scene points earned, customers can save $10 off select purchases at Empire's 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.

• Everyday offers: Points offers on shelf tags.

• Weekly promotions: Bonus points events at participating stores and in the store's flyers.

• Members-only pricing: Special price and discount offers on select purchases.

• Points acceleration: Customers can earn points faster on Empire store purchases made with a Scotiabank Scene credit or debit card and they can redeem Scene points for an account credit on eligible Scotiabank debit and credit cards.

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

Scene ’s 10 million members across Canada can also 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. The loyalty program is co-owned by Empire, Scotiabank and Cineplex.

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In June, Empire announced plans to shift the Sobeys retail network to Scene from its previous loyalty offering Air Miles, one of Canada’s leading consumer loyalty programs. Empire said it expects incremental sales and earnings in the first year of operation for Scene .

“With the Scene loyalty offering now in place across Empire’s family of stores in Atlantic Canada, we’re excited to give our members in Western Canada another fresh way to earn and redeem in every aisle,” commented Tracey Pearce, president of Scene . “Powered by some of Canada’s strongest and most beloved brands, including Scotiabank, Cineplex and now Empire, this rollout enables our Atlantic and Western Scene members to earn and redeem points often at hundreds of new grocery, pharmacy and convenience retail locations in those regions.”

Atlantic Canada IGA stores 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 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.