[INTERVIEW] AIR MILES’ The Second Store

Jason Beales is again for this third interview with us! At present, he’s going to share the brand new “AIR MILES’ The Second Store” initiative. Regardless that Air Miles takes its fair proportion of warmth, I do really feel that they’re a minimum of making an attempt to take their program up one other stage. Thanks Jason for taking trip of busy schedule repeatedly to reply our questions. We actually respect your time! 

Hyperlinks to first two interviews:

1) Please inform us about your self and your position with AIR MILES?

My title is Jason Beales and I’m the Chief Technique and Business Officer at AIR MILES. I’ve spent a lot of my profession in North American capital markets, working with company purchasers to uncover aspects of their enterprise that are unrealized or underappreciated; advising on growth-driven company growth, and helping in worth maximization pursuits. I’ve expertise as an entrepreneur and have held positions in each advertising and marketing and know-how all through my profession. Thus, regardless of the scale of a associate’s enterprise or the scope of their involvement within the AIR MILES coalition, I’m well-positioned to help our Shopper Companies and Enterprise Improvement groups as they give attention to integrating new manufacturers into this system whereas working collaboratively with our present companions to ship outcomes.

2) What’s AIR MILES’ The Second Store all about?

We just lately launched AIR MILES’ new model platform ‘Gather Extra Moments’ to assist Canadians reconnect as we reshape the way forward for loyalty in Canada. Amidst the chaos of our day by day distracted lives, we consider Canadians have misplaced a way of true reference to those who give their lives which means. Given typical loyalty packages now appear to be predominantly transactional targeted as of late, we consider that actual loyalty goes nicely past merely gathering Miles or money again – offering true experiential worth in individuals’s lives is our refurbished purpose, and that’s what we’re trying to do throughout the nation.

To have a good time our new model evolution, AIR MILES has launched The Second Store – a singular retail expertise the place each merchandise represents a significant second that may be redeemed by way of this system. The Second Store options a wide range of ‘moments’ (each huge and small), permitting AIR MILES collectors to decide on experiences that empower them to attach with those that matter most – be it a Sunday Spa Day Second, the Doggie Birthday Occasion second or the Rollercoaster Drop second.

After deciding on the second that resonates with them, collectors take their merchandise to the checkout counter the place it’s scanned and a free prize – spanning from present playing cards to pizza ovens – is revealed. Prizes relate to the collector’s chosen second, exhibiting how AIR MILES is right here that will help you create extra moments, extra usually.

Collectors can take part within the nationwide tour by visiting The Second Store in individual in the case of their nearest metropolis. The Second Store debuted in Toronto on July 5 and is operating as a nationwide cellular tour, visiting main cities throughout Canada together with Vancouver, Edmonton, Calgary, Montreal, Ottawa, Halifax and Charlottetown all through the summer season. Canadians can maintain updated on their nearest Second Store right here.

3) What prompted AIR MILES to work on this initiative?

As talked about beforehand, we all know Canadians are busy and distracted; many have misplaced a way of true connection. AIR MILES is on a mission to assist Canadians break away from their gadgets and disconnect; successfully reshaping the way forward for loyalty in Canada into tangible and memorable occasions.

In a current third-party survey commissioned by AIR MILES, information exhibits that Canadians are feeling more and more disconnected from their family members and overconsumed by display screen time. 67 per cent of Canadians crave extra particular moments with folks that matter to them, but 37 per cent not often or by no means plan an exercise or occasion to create these moments. An astonishing half of respondents take their telephone to the toilet with them and 39 per cent say it’s the very last thing they see earlier than falling asleep. Moreover, 84 per cent of Canadians agree that world occasions over the previous few years have made them understand that point is valuable and small moments matter.

AIR MILES acknowledges this and is evolving this system to assist collectors expertise extra of those moments, extra usually. Actual loyalty is greater than a transaction, and AIR MILES is all about serving to individuals acquire extra significant moments, above and past bodily objects.

4) What else is AIR MILES engaged on?

Beginning in September, a nationwide growth of our partnership with Pharmasave offers collectors a brand new solution to earn and redeem Reward Miles in-store at taking part areas throughout the nation, excluding Quebec. Pharmacies are a cornerstone of communities throughout Canada and a serious class of on a regular basis spend, together with gasoline and grocery. This expanded partnership affords Canadians extra worth again from their hard-earned cash whereas providing our valued associate a possibility to deepen its relationship with clients in every of its communities.

As Canadians proceed to prioritize worth optimization, AIR MILES has made key program adjustments to strengthen its presence in key on a regular basis buy classes – grocery, gasoline, and pharmacy – to permit Canadians to get to their subsequent reward and second sooner, which the brand new platform underscores. Enabling stacking of promotions is an inspired quick observe to worth accrual. We’re assured with this system investments we’ve made (and are poised to make), AIR MILES is evolving the platform to give attention to giving Canadians extra alternatives to gather – day by day.

5) Any closing ideas?

We’re excited for this new chapter at AIR MILES and the very fact you’ll begin seeing much more of us than ever earlier than (not merely a attain out to collectors…however to all Canadians). Whether or not it’s our new expanded partnership with Pharmasave, continued enchancment for journey, merch, and evoucher optionality, extra strong Card Linked Provide alternate options, or including new companions to our Receipt scan performance, we’re emphasizing worth and exhibiting up for Canadians after they want it most. Keep tuned for much more to come back – it’s going to be a busy yr!