Loyalty and Rewards

A speciAl Advertising feAture by MediAplAnet LOYALTY & REWARDS

SECRETS OF THE JET SET “Word Travels” co-host Julia Dimon shares her expertise as a seasoned travel rewards collector

4TIPS spread the word Keep em’ coming

FOR COLLECTING the research the science POINTS—AND behind consumer behind loyalty and MAKING THE MOST OF THEM opinion branding

PHOTO: PRIVATE

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CHALLENGES TIP 1 GIVE YOUR WE RECOMMEND REWARDS PROVIDER Rewarding FEEDBACK research Why consumers SO THEY CAN love to spread the SERVE YOU word—good and BETTER bad. pAge 4 “Word-of-mouth is a powerful force, epsecially today when we have so many choices... We value what we hear from those we trust.”

Treating you right p. 9 What should customers expect from their rewards company? Cut back on cards p. 10 How smartphones are ringing in the future of rewards collection. Who doesn’t love a perk? These days, it’s the norm for most retailers to award hard-earned points in exchange for hard-earned dollars. But are you really getting the most bang for your buck? Approach your points with a strategy to really reap your rewards. The top loyalty trends include the “Three C’s” anadians do love Other programs o er similar value. That trend is going to grow: ABI Re- lOyAlty & reWArds loyalty programs. SCENE, a joint program by Scotia- search estimates that by 2015, pay- 1st editiOn, June 2011 The average Can- bank and Cineplex Entertainment, ments on smart phones and other Responsible for this issue: adian house- rewards members for using the Sco- mobile devices will account for $119 Publisher: Brendan Curran hold is active in tiabank VISA card at Cineplex movie billion in sales worldwide, and col- [email protected] Designer: Penelope Graham nine of them, in theaters. Capital One Canada and IHG lectors will use phones to scan for [email protected] fact. What’s new (InterContinental Hotels Group) have discounts and instant promotions. Contributors: Christopher Barnard, Roger Dooley, Kelly Hlavinka, Frances Ho, in 2011 is that activity goes far be- a co-branded credit card for earning In fact, Aeroplan has already taken Ted Kritsonis, Bryan Pearson, Andrew C Seale, Colloquy, yond Loyalty 101—simply collecting points on all purchases with redemp- steps in that direction, o ering a con- LoyaltyOne points from one retailer and re- tion options such as free hotel nights, densed mobile version of its website deeming them from the same com- frequent fl yer miles, and brand name with information about its current Managing Director: Gustav Aspegren Kelly Hlavinka [email protected] pany. store vouchers. Coalition programs Managing partner, partners. Editorial Manager: Jackie McDermott cOllOQuy At COLLOQUY, we can see why col- are spreading to other parts of the [email protected] Business Developer: Shannae Ingleton lectors are so excited to participate world as this trend grows. Cause [email protected] in today’s programs, and those rea- Points will change the world. Sobeys Photo Credit: All images are from sons correspond with three trends Community “programs band gives customers in Ontario the op- iStock.com unless otherwise accredited. in the loyalty fi eld. We call them Social networking gives shoppers portunity to donate points to lo- together to Distributed within: the 3C’s: Coalition, Community and more power. There has been a revolu- cal charitable organizations such as Toronto Star, June 2011 Cause. tion in the last three years in online offer more value. Boys and Girls Clubs of Canada and This section was created by Mediaplanet and did not involve the Toronto Star or its interaction, and we’re just starting to companies are Daily Bread Food Bank, with those Editorial Departments. Coalition see its impact on loyalty. Social media charities able to redeem the points Programs band together to o er more and mobile phones are not only mak- forming more for food purchases or gift cards. Aero- value. Companies are forming more ing loyalty program interactions partnerships for plan’s Beyond Miles Program lets partnerships for joint reward sinitia- more convenient, but they’re giv- members donate miles toward the tives. For members, that means col- ing “air time” to consumers-turned- joint reward travel costs of seven Canadian non- lecting points faster and cashing in brand-advocates. profi t organizations. FOLLOW US ON FACEBOOK AND initiatives. for TWITTER! on a wider variety of rewards. The website “My Starbucks Idea” Consumers are demanding more www.facebook.com/MediaplanetCA In Canada, AIR MILES and Aero- provides a forum for people to post members, that of these kinds of “collaborative con- www.twitter.com/MediaplanetCA plan dominate the loyalty landscape. ideas about new products, locations, sumption” partnerships, coming means collecting Mediaplanet’s business is to create new With over a hundred company “spon- and better ways to run the loyalty together for social causes on a scale customers for our advertisers by providing sors,” or partnering companies, AIR program—with over 7,900 ideas post- points faster and that makes them truly infl uential, readers with high-quality content that motivates them to act. MILES lets members collect points ed about the Starbucks Card alone. cashing in on a and companies are paying attention. into one account for everything from Companies are listening: The online Shoppers are driving these trends shopping at Amazon.ca and buying AIR MILES Community solicits feed- wider variety of by asking for loyalty programs to of- gas at Shell to staying at the Crowne back about sponsors and tips about rewards.” fer more value, and become more per- Plaza, using an AIR MILES credit card, earning rewards, and even offers sonal. When companies respond as and even selling a home through members rewards and recognition those in Canada have, it’s no wonder DON’T MISS! Century 21. for doing so. membership is booming. Point for point The emergence of “cause” loyalty Be mindful of expiry 1 Only nine percent of mem- Our favorite stores seem to program saw a seven-fold increase Safeway stores. bers know the expiration know exactly what we want, in participation at a third of the cost Health, recycling and green in- dates for all of their loyalty pro- and how to keep us coming versus the previous year. The pro- itiatives make the world a better grams. Check all of your program’s back for points, coupons or gram was so successful that AIR place, but small accomplishments expiry policies, and take action to other incentives. MILES for Social Change is currently like fl ossing and brushing every prevent expiration. working with public sector and not- day make you a better person. A few emerging loyalty programs for-profi t organizations across the DailyFeats.com was formed to sup- Roll with the punches are taking that relationship a very country implementing programs to port and reward everyday initia- Redemption goals are import- meaningful step further. They synch advance social change. tives like drinking orange juice or 2 ant, but maintain some fl ex- not just with our shopping prefer- reading to a child, for which mem- ibility with what you’ll redeem for ences but total lifestyle, encour- Trash to treasured rewards bers earn points for coupons to res- and keep an eye on deals and pro- aging involvement in social change, RecycleBank picks up recycling for taurants and stores in the U.S. and motions to ensure you don’t miss wellness or the environment. This customers in the U.S. and Canada, Canada. out on an amazing gets to the core of someone’s belief then weighs the trash and awards With WellQ, a program operated Today, loyalty isn’t just about alternative. system, and it’s a powerful thing points to the collector’s account. by LoyaltyOne, someone with dia- shopping; it’s about causes we all when grocery, pharmacy, airline Points are redeemable for coupons betes or arthritis not only earns believe in and want to support. Weigh your options and other transactions in daily life for specific products and stores. points for fi lling her prescriptions Finally, we can earn rewards for Before redeeming, consider all support what we value most. Members can also track their en- at a participating pharmacy, but doing something that helps us and 3 status levels. Moving up a For example, AIR MILES recently vironmental footprints on the Re- also for purchasing healthy foods the planet become healthier and level may provide access to perks launched a new social venture called cycleBank website. and signing up for support pro- happier. more rewarding than redeeming AIR MILES for Social Change, which Wellness is a growing loyalty fi eld, grams to help manage her condi- like more earning power or access to tested an energy conservation pro- with programs like Virgin Health- tion. In the American test program, lounges. gram with the Ontario Power Au- Miles partnering with compan- patients were 13 percent more like- thority. Canadians earned points ies to pay employees for manag- ly to take medications on time—a CHRISTOPHER BARNARD for pledging to conserve energy. The ing their health, and WellQ helping Canadian test is now underway in COURTESY OF LOYALTYONE president, points international response was overwhelming—the people manage chronic diseases. Calgary, Winnipeg and Vancouver [email protected] [email protected] A special advertising feature by MediaPlanet A special advertising feature by MediaPlanet June 2011 · 3

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a By telephoning to apply for an MBNA Platinum Plus MasterCard credit card, you consent to the collection, use and processing of information about yourself by MBNA, its affiliates and any of their respective agents and service providers, and to the sharing or exchange of reports and information with credit reporting agencies, affiliates and service providers in relation to processing your application and, if approved, administering and servicing your account. You also acknowledge that the account, if approved, will not be used by any third party other than a third party specifically designated by you, and then only in accordance with MBNA policies and procedures then in effect. †† This is a one-time bonus offer for new MBNA Smart Cash cardholders (“Bonus Offer”). Bonus Offer applicable to Net Purchases (as defined in the Terms and Conditions applicable to the MBNA Smart Cash Program) of Gas and Groceries (MasterCard merchant category codes 5541, 5542 and 5411, respectively) (each, an “Eligible Transaction”) and valid for a period of 6 months starting from the date of Account opening. Bonus Offer earn rate for Eligible Transactions calculated as follows: every one dollar ($1.00) of Eligible Transactions shall earn five (5) MBNA Dollar Points for the first six months starting from the date of Account opening [a five percent (5%) earn rate]. Maximum accumulation of MBNA Dollar Points under the Bonus Offer is 3,000 per calendar month (the “Threshold”). In other words, you can earn the 5% earn rate on the first $600 of Eligible Transactions per month for the duration of the Bonus Offer. Upon reaching the Threshold in any given calendar month, every one dollar ($1.00) of Eligible Transactions shall earn 1 MBNA Dollar Point in that month. See Terms and Conditions of the MBNA Smart Cash Program for applicable earn rates upon the expiry of this Bonus Offer. This Bonus Offer is offered by MBNA Canada Bank and may be amended or cancelled at any time without notice. ‡ These are the highlights of the MBNA Smart Cash Program (the “Program”) as they pertain to this credit card. Complete terms and conditions describing eligibility of the Program, MBNA Dollar Points accrual, redemption of MBNA Dollar Points, and other important conditions, limitations and restrictions will be sent with your card. Cheques will only be issued in $50 increments. Some restrictions apply. Please read the Terms and Conditions of the Program carefully upon receipt. MBNA Canada Bank is the exclusive issuer and administrator of the MBNA Platinum Plus credit card program in Canada. MBNA, MBNA Canada, MBNA Canada Bank, MBNA Platinum Plus, MBNA Smart Cash and the MBNA logo are all trademarks of FIA Card Services, National Association, used by MBNA Canada Bank pursuant to licence. MasterCard is a registered trademark of MasterCard International, Incorporated, used pursuant to licence. © 2011 MBNA Canada Bank AD-05-11-0268

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TAKE YOUR THE SCIENCE OF CUES FROM DON’T MISS! SOCIAL MEDIA FOR TRUE CONSUMER LIP SERVICE REVIEWS Top 4 statements for Canadian and American Respondents U.S.

Canada Razor Suleman founder, i love rewards When I have a bad Rewarding work experience with a 75 % particular product or service, I advise my 84 % for retention family and friends pay offs about it.

Loyalty and rewards pro- I love telling 67 % grams are usually known people about some- for being an added incenti- 74 % thing new I have ve aimed at consumers, but learned. that doesn’t necessarily mean the same can’t apply to company employees as well. I am always looking 71 % to learn or 72 % Helping companies and busi- experience some- nesses with creating and im- thing new. plementing employee recogni- Source: 2011 COLLOQUY Word-Of-Mouth Study tion solutions is what I Love Re- I often recommend Q: Please indicate how much you agree or disagree with the wards, a Toronto-based fi rm, is products or services 57 % following statements. best known for. Founded by Razor to others. 60 % Statistical signifi cance indicated with a bold border. Suleman, their list of clients Canadian general population, n = 595 range from Deloitte, 3M, Marri- U.S. general population, n = 628 ott, Microsoft and ConAgra Foods. The fi rm looks beyond traditional service award programs by o ering clients personalized programs Percent that are branded to look and feel agree 80 % 90 % like exactly what each of them are 50 % 60 % 70 % looking for.

Better than a high five “Our focus is to recruit, retain and inspire employees and align them to the company’s goals,” says Sule- Spreading the news: man, the founder and CEO. “We will work with companies to iden- tify specifi c behaviors they want to drive and design a program that researching word of mouth will drive those desired behaviors in order to best engage their em- Call it an evolutionary instin- Canadians report not having a mem- WOM Champions can be a store’s The study also produced some sur- ployees and create a culture of rec- ct that dates back to our pre- bership in at least one program like best friends because they want to prising results about how people ognition within their organiza- historic days when we had to AIR MILES—and most tend to be tell others to buy what they rec- share information today. Contrary to tion.” warn our tribe of impending members of multiple loyalty pro- ommend. However, they wield a all the hype around social media, it This can be a bit challenging danger, but we love to tell grams. As of the end of 2010, there double-edged sword. When they are turns out that most word-of-mouth when the gamut of clients is so others, “You absolutely ha- were 120.7 million loyalty member- disappointed in a product or service is still done by the same method our wide, but Suleman adds that cus- ve to buy this!” or “Definitely ships in Canada, up 3.9 percent over they might turn their super powers prehistoric ancestors would have tomizing unique programs for don’t shop there!” the previous two years. In addition of recommendation into warnings used—talking. each organization is the only way to slight growth in coalition proof danger. Canadians are especially What COLLOQUY’s studies reveal to go because they ultimately Word-of-mouth is a powerful force, grams like AIR MILES and Aeroplan, apt to look out for their neighbors; is that face-to-face conversations, need to be tailored to employees. especially today when we have so the country has seen a 20 percent in- fi ve out of six will warn others about landline phones and e-mail dom- Since “no two programs are alike,” many choices and we put little faith crease in loyalty program member- a bad product or service, compared inate over methods like social net- I Love Rewards has to help create in the media, government and com- ships in the fi nancial services realm to only three out of four Americans. working sites (such as Facebook), something di erent with each panies. We value what we hear from since 2008. text messaging and micro-blog ser- client, while also ensuring that those whom we trust. The seed of discontent vices (like Twitter). clients stay true to their purpose Insightful new data from COL- Spreading the word COLLOQUY’s new research re- How we’re communicating and of recognizing and rewarding bril- LOQUY—the “2011 Word-of-Mouth These loyalty programs tend to har- veals that rather than being hatch- sharing our opinions in a networked liant performance. Study” and the “2011 Loyalty Cen- bor those who are much more will- et-wielding humbugs who always age might be surprising, but what “Clients will invest in program sus”—reveals the ways we share our ing and able to recommend prod- see the glass as half-empty, many of isn’t surprising is the enduring features that will best engage shopping likes and dislikes. Com- ucts and brands they like. COLLO- the people who upload horror stor- power of word-of-mouth. We may their workforce,” Suleman says. panies are increasingly aware of QUY’s studies refer to this group as ies to YouTube, Twitter or The Con- not be warning our clan members “After the program is launched, how shoppers talk about them—be it Word-of-Mouth “Champions.” They sumerist are the same who, on a dif- about poisonous berries, but our our own client success manager at dinner parties or via Twitter. They constitute 31 percent of the Can- ferent day, tell all their friends about urge to spread the news still has a works with the client on an on- know that what we hear determines adian population and nine out of 10 some great new product. More than powerful e ect on our friends, and going basis to help educate pro- whether or not we will remain loyal of them participate in loyalty pro- a quarter of Champions can fl ip a the companies where we shop. gram administrators and ensure customers or head for greener pas- grams. Canadian women are far switch and become “Madvocates” that a good, healthy culture of tures. They create powerful loyalty more likely to share their likes and sowing the seeds of discontent. COL- recognition is instilled from the programs to earn and maintain our dislikes—almost half of Canadian LOQUY’s Word of Mouth study found beginning.” business, and we are responding. women are defi ned as WOM Cham- that only 7 percent of the population In fact, COLLOQUY’s research pions, compared to only 38 percent carry a real chip on their shoulder COURTESY OF COLLOQUY Rewards equal retention shows that less than 7 percent of of American women. and just look to share the negative. [email protected] A considerable selling point to having all this in place is the return on investment, Suleman says. A more engaged workforce is more likely to stay loyal to the A ripe new rewards opportunity company, and better retention allows for an overall savings on re- Indigo and Chapters custo- Indigo CEO points to redeem later. Reaping the rewards cruiting and training—without Heather Reisman mers now have two rewards and Chief “They’re for di erent types of cus- Part of this includes o ering experien- hurting productivity. This is an- programs to choose from to Marketing Offi cer tomers, so those who are purchasing ces, like a recent members-only con- other reason why Suleman’s fi rm Deirdre Horgan at benefit from their loyalty. the launch of plum high volumes of books frequently will test that gave one irewards and one tries to ensure clients stay on rewards in Toronto, potentially carry on with the irewards plum rewards winner frontline access track. The chain’s “irewards” program has Spring 2011. program,” Hale explains. “But plum to Shania Twain at an appearance she “An increase in discretionary been around for years, but plum re- rewards also allows us to get to know a made in Toronto for her new book. e orts results in an increase in wards was recently added after cus- customers to build up points and get new group of customers that wouldn’t “Rewarding customers for what productivity and demonstrates a tomers indicated they wanted to savings back,” says Jennifer Hale, who necessarily choose to join irewards.” they spend through points is just a certain level of loyalty,” Suleman have a free rewards program that oversees the loyalty programs at In- The consumer response has been baseline, so we also need to add value says. “It’s up to the organization tapped into the more diverse, com- digo Books & Music. “Through our re- positive. Gordon Whelan, a frequent as a retailer, which is what we’re try- to ensure that they are continu- plementary merchandise Indigo wards programs, we can get to know online shopper, says, “I love the new ing to do with our programs,” Hale ally providing lunch-and-learns, and Chapters o er. our customers better, so that we can ‘Plum Rewards’ program you have. says. “Customers can use our per- while also discussing with the deliver a more personalized best in- I have purchased many books from sonalized recommendation ser- leadership team what they need A juicy incentive class service.” you online and in-store in the past, vice at kiosks in our stores and fi nd to do to further enhance employ- “That’s what drove us to create the Customers can only join one of but couldn’t get past the fee to buy an products based on their purchase ee engagement in the workplace.” ‘plum rewards’ program, which is these programs—irewards incurs a irewards card, so I think this is great. I history.” free to join and o ers 10 points for $35 annual fee that o ers 10 percent may get a free book now and then from each dollar spent across most of our o book purchases, while plum re- all of those purchases!” TED KRITSONIS TED KRITSONIS products and categories, allowing wards is mainly about accumulating [email protected] [email protected] A speciAl Advertising feAture by MediAplAnet A speciAl Advertising feAture by MediAplAnet June 2011 · 5 REWARDS RESEARCH

POINTS PAYOFFS

1. Indigo’s “plum rewards” sent one lucky shopper to attend Shania Twain’s signing for her book “From This Moment On” in Toronto.

2. Virgin Mobile members (posing here with a Jack Sparrow look-a-like) were given access to advanced screenings of Pirates of the Caribbean: On Stranger Tides.

PHOTOS: 1: INDIGO BOOKS & MUSIC INC., 2: VIRGIN MOBILE CANADA

1 2

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*Walmart Rewards are redeemable for savings on future purchases made at Walmart stores in Canada only. Conditions and restrictions apply. See Walmart Rewards Program Terms and Conditions online at www. walmartcanada nancialservices.ca for details.1 As a special promotional o er, bonus Walmart Rewards (a $15 value) will be awarded to your Walmart Rewards account within ve business days of making two required qualifying purchases using your Walmart MasterCard: One purchase at a Walmart store in Canada and one purchase at another location anywhere MasterCard is accepted. Both purchases must be made within 30 days of receiving your Walmart MasterCard. Only one bonus will be awarded per account.2 Where MasterCard is accepted. The Walmart MasterCard is provided by Walmart Canada Bank. All Walmart trademarks are the property of Walmart Stores, Inc. and are used by Walmart Canada Bank under license. ®/TM MasterCard and the MasterCard Brand Mark are registered trademarks, and PayPass is a trademark of MasterCard International Incorporated.

A little imagination, a lot of destinations.

With the HBC Rewards Travel program from Hudson’s Bay Company, you can stop dreaming and start flying. Visit www.hbcrewardstravel.com and join us today.

TStar_HBC_RewardsTravelAd_final.indd 1 11-06-10 1:14 PM June 2011 - Coverdell - Toronto Star, HBC Rewards Travel ad 10.375” x 10.1” Copyright © 2011 Lime Advertising Inc. All rights reserved. 6 · June 2011 A speciAl Advertising feAture by MediAplAnet TIP INSPIRATION 3 Question: How does travel guru and co-host of “Word Travels” Julia Dimon get the most mileage for her travel rewards dollars? ALWAYS READ Answer: The seasoned points collector puts her experience to good THE FINE PRINT use—and acquires her bonus bucks with a strategy. Secrets of the jet set Plane tickets for a pittance HOW I MADE IT partnered with credit card com- be tied to the cost of a fl ight. Dimon “Everyone wants to travel but panies to o er points on purchases. says she sometimes uses her Amex they’ll often fi nd excuses why they Some even o er extra points for sta- Gold Rewards points on deals she It’s not hard to find a tra- can’t, and a big one is fi nances,” ples like groceries and gas, but Di- fi nds on sites like Travelocity, Orb- vel rewards and loyalty pro- Dimon says from her home in Los mon says it’s a good idea to use them itz and Kayak. The program allows gram in Canada, especially Angeles. “Signing up for a pro- for merchandise and bill payments members to redeem points towards now that they offer just about gram and accumulating rewards to earn more points faster—so long any purchased fl ight with any air- everyone the chance to en- points from every purchase that as you don’t get into debt. Making line at 1,000 points for every $10 joy travelling experiences by you make is a great technique in purchases using these cards when spent, something Dimon says she using points instead of actual earning a bulk of points in a short- travelling abroad is another way to loves. She says she also uses social cash. er period of time.” earn points. media like Facebook and Twitter to Dimon travelled around the What she laments is the fact fi nd great deals, too. Julia Dimon, however, takes log- world for a year in 2005, and exclu- points can expire, and suggests that Some rewards programs have PHOTO: AMY POSTEL ging those bonus miles to the next sively used Star Alliance airlines, of new members read the fi ne print to bonus introduction o ers with a level. The travel guru and co-host of which Air Canada is a member, to be aware of membership terms. In hotel stays or a rental car,” she says. block of points to start o , which is “Word Travels” on the Outdoor Life collect points on her Aeroplan ac- addition, she also understands the “Points do have value, so I think it’s a good way to get a head start. “It’s Network in Canada has been a mem- count. Accumulated points were frustration members can encounter smarter to cash them in somehow usually best to consolidate, so pick ber of several rewards programs over also used in facilitating all that when redeeming points, especial- every time you travel because they one frequent fl yer program and try her career as a travel expert. The To- travel as well. ly in cases where there are limited can help you save money and make to concentrate on earning as many ronto native says she’s a “huge fan” seats, blackout dates and high point your trip more cost-e ective.” points as possible for that program,” of rewards programs because they Use caution with extra credit totals to book. she says. o er the chance to make travel more Some programs, like Aeroplan, AIR “Some of the fl ight itineraries are Pick your points opportune. MILES rewards program and Amer- ridiculous, so perhaps you can pay Getting a great deal on fl ights can TED KRITSONIS ican Express Gold Rewards have for fl ights, but use points towards be a big help because points tend to [email protected]

We want your feedback! Email us at editorial@ mediaplanet.com

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Twitter.com /MediaplanetCA A speciAl Advertising feAture by MediAplAnet A speciAl Advertising feAture by MediAplAnet June 2011 · 7 INSPIRATION 4 NAMES BEST TIPS 2

Frances Ho Founder, CardSwap.ca 1. Taking in the scenery in Chile’s Atacama Desert. 2. Sampling a starfish in the Donghuamen Night Market in Beijing. Waste not want not— 3. Learning to fight like a turn those gift cards to roman gladiator in Rome. PHOTOS: PRIVATE cash! 1 Canadians love receiving gift cards—but sometimes we receive ones we just can’t use. In fact, the average Canadian household has over $300 in unused gift cards lying around.

Luckily, your unwanted gift cards don’t need to go to waste any- more. Reputable web-based services now allow you to safely con- vert unwanted gift cards into cash, and even donate them to a local charity in exchange for a tax receipt. Savvy consumers are alone ReAson yoU so using the service to turn loyalty points into cash by buying gift cards and then selling them online. This strategy is particularly e ective when combined with a shoUld hAve promotional redemption o er. But do your homework before choosing which company through which to buy and sell your gift cards. Find out how long the company has been in busi- this CARd. ness, what kind of service they offer, return policies and payment it’s #1. options. Top rewards program picks

TM Walmart Rewards RewARds CAnAdA MasterCard TM ■ Collect 1.25 percent Rewards RAnked AspiRe the on Walmart purchases in Can- ada and one percent on purchases top tRAvel points CARd everywhere else. ■ There are no blackouts or re- with An AnnUAl Fee. strictions. ■ Earned Rewards are redeemable in $5 increments, and never expire from your account. “ The Capital One Aspire World MasterCard is ready to set AIR MILES the standard in Canada for travel point credit cards ... ■ Earn one mile for every $10 to $30 spent at participating I think you will see a good amount of [Canadians] sponsors. ■ Collect and redeem miles for reconsidering what card they carry in their wallet and travel or merchandise. ■ Miles don’t expire and promo- making a switch to this one.” tions to earn more can be found on the website. – RewardsCanada.ca July 2010

Global Hotel Alliance Discovery wAnt moRe ReAsons? ■ Comprised of 12 hotel brands running nearly 300 luxury hotels around the world. • 2 reward miles per $1 on all purchases ■ Instead of points, visitors get certiﬁ cates for local experiences • 35,000 bonus reward miles with your first like wine tasting, helicop- purchase – that’s worth up to $350 ter tours, sport- ing events • Earn 10,000 bonus reward miles every and more. year – it’s our way of saying thanks

American Express Gold Rewards Apply now! ■ Earned points can be redeemed to cover any purchase, including travel and merchandise. Go to capitalone.ca/aspirecard ■ TripFlex rewards give you 12 months to accrue enough points or call 1-866-365-1888. to pay for a trip from the time of booking.

Subject to credit approval. Rewards accumulate for purchases exclusive of credits or returns. Cash advances, balance transfers and access cheques do not earn rewards. Bonus reward miles accumulate within two billing cycles after the first qualifying purchase is posted to your account and annually thereafter on your membership anniversary date. Not available to residents of QC, NT, NU or YT. © 2011 Capital One. Capital One is a registered trademark. All trademarks used herein are owned by the respective entities. All rights reserved. TED KRITSONIS [email protected] 8 · June 2011 A speciAl Advertising feAture by MediAplAnet INSPIRATION

DON’T MISS!

SECRETS OF A JET SETTER Stepping out in style

“This photo was taken while in Jordan shooting the travel series “Word Travels”, a 40-episode documentary series about the real lives of travel writers currently airing on National Geographic Adventure and Travel Channel UK internationally. Days were spent trekking through the desert atop camels—the ships of the desert—nights spent eating lamb cooked by Bedouins and sleeping out under the stars. Wadi Rum is a great place to experience the peace, tranquility and vastness of the desert. ” — Julia Dimon PHOTO: PRIVATE A speciAl Advertising feAture by MediAplAnet A speciAl Advertising feAture by MediAplAnet June 2011 · 9 CUSTOMER CARE

neWs in brief

Rewards that bark up the right tree You’ve gotten the calls—“Hi this is so-and-so from (insert company here). Are you interested in signing up for our new program? In return we will send you a free gift.”

And there’s no doubt your junk drawers are fi lled to the brim with an array of useless branded hats, pens, bottle openers and sticky notes. But with all the marketing, branding and free gifts wouldn’t it be nice to get something useful? The world of loyalty programs can be a burial ground of bad ideas and poor marketing, which is why Fido decided to hit the market with it’s own take on a loyalty program. In 2004, the company launched “FidoDOLLARS”—a program that gives customers back fi ve percent of every bill where each dollar in the program is equal to one Canadian dollar. In the seven years since the program’s launch, Fido has given customers more than $319M in Fido- DOLLARS. “Let me put this in perspective— we could have given out 21,000 Hon- da Fits, or we could have given out Getting the most 700,000 laptops,” says Steven Sarfi n, senior marketing director for the company. “We are the fourth largest (wire- less) brand in Canada,” Sarfi n says. from your rewards “(FidoDOLLARS) certainly helped us get to that point.” With more than two deca- relationships is the technologies des of experience developing “consumers will that enable them, especially so- successful customer rela- cial media, communities and mo- From the beginning tionship programs for some trust a loyalty bile applications. For loyalty mar- However, Sarfi n is quick to note of the world’s leading com- program that keters, mobile devices present new that loyalty programs are always a panies, LoyaltyOne Presi- opportunities to more meaning- gamble. dent Bryan Pearson is a re- protects their fully connect with on-the-go con- “Reward programs don’t de- cognized authority on loyal- privacy...” sumers, one-to-one. This in turn liver instantaneous results,” he ty marketing in Canada, the presents some exciting options says.“They come back over time.” U.S. and the international Bryan Pearson for mobile rewards, payments president, According to Sarfi n, Fido, which marketplace. loyaltyOne and commerce. The trick is be- launched in 1996, entered a mar- ing nimble, fl exible and on target. ket full of business-focused mobile One proof point that consumers place credit card at merchants that also cert tickets and of course, travel. phone carriers. value in LoyaltyOne’s AIR MILES Re- have their own loyalty programs. ■ What does the future hold for The technology at the time was ward Program is in the numbers— You get twice as many points. Also, ■ How should I expect to be loyalty programs? What’s the targeted at professionals whose it’s North America’s most successful don’t forget about the “soft” bene- treated by the rewards next frontier? companies could pick up the often- loyalty program with two thirds of fi ts. Often, members have access to programs I join ? ■ We believe that the next frontier costly bills and in return keep their Canadian households participating. extended shopping hours, reduced ■ Consumers are rightfully con- for loyalty programs will be to use the salesmen in connection with cus- What’s his secret? Pearson took shipping costs and other benefi ts cerned about sharing personal in- reach and power of these powerful tomers while on the road. some time from his busy schedule to not available to non-members. formation, and they don’t want un- marketing programs to encourage Fido saw a niche and with the goal discuss the importance of consum- solicited emails or to be fl ooded consumers to live healthier, greener to “democratize” the mobile phone er data, the opportunities for mobile ■ What do loyalty companies with promotional messages. Con- lifestyles. We’re seeing loyalty pro- industry to the point that it became in customer engagement and tips do with the information they sumers will trust a loyalty program grams expand from traditional sec- a ordable for the average consumer. for making the most of your rewards gather about me? that protects their privacy, makes tors like travel and retail and into These days, cell phone technol- program. ■ Customers have an expecta- sure all the content they receive new areas where consumers are be- ogy improves faster than most can tion of reciprocity—they provide is relevant and fresh, provides re- ing rewarded for exercising more, keep up—but you’d be hard-pressed ■ Can you share some tips for their data to organizations with wards that are meaningful and rea- taking their prescription medicines, to fi nd someone who doesn’t have a getting the most from our re- the expectation those organiza- sonably attainable, and engages in recycling or buying green prod- cellphone. wards programs? tions will use it to create more rel- a dialogue with them. If there was ucts. Organizations like AIR MILES The genetics of a loyalty program ■ There are a number of ways. evant and meaningful relation- such a thing as a set of Golden Rules for Social Change, RecycleBank, Vir- are easy enough. “At the end of the What comes fi rst to mind is con- ships with them. Purchase data, that protect the rights of rewards gin HealthMiles, DailyFeats.com day loyalty programs reward cus- solidation—focusing your spend- which can include what a shop- program participants, these are and WellQ are leading the way. tomers who don’t jump around from ing in fewer programs. According per buys, where she buys it and the rights that would be protected. company to company,” says Sarfi n. to research by COLLOQUY, Canadian how she pays for it, really creates ■ Are loyalty programs as pop- “And those that redeem their dollars memberships in loyalty programs a complete picture of that con- ■ What are the hottest trends in ular in other parts of the world are less likely to switch.” rose 3.9 percent from 2009 to 120.7 sumer. It also helps us understand loyalty programs today? as in Canada? And the beauty in the exercise in million. Consumers will get further where she is in life—for example, ■ Partnerships are taking o as or- ■ Very much so. In fact, LoyaltyOne loyalty—Fido skipped the market- faster by focusing their spending on is she a time-starved single or a ganizations realize there is power operates programs in the U.S. as well ing campaign and slipped in under just a few programs that o er the health-conscious mom? This helps in aligning with other brands as in Latin America through our the radar. broadest options for earning and re- retailers feature the right mer- with similar values and custom- partnership in Dotz, Brazil’s lead- “Since 2004, FidoDOLLARS was demption. Then with your program chandise at the right price. It al- ers so they can enhance the o ering coalition program. But loyal- the best kept secret in the indus- of choice, take advantage of double- so helps us tailor rewards and rec- ing to the consumer. And of course, ty programs operate successful- try,” says Sarfi n. “The fi rst time ever dipping—most loyalty programs al- ognition that are most meaning- there is technology. Fundamental- ly around the globe, from the UK to promoted on television was in Octo- so include a credit card component. ful to individual members, from ly, loyalty programs are about cre- Italy and even in Asia. We plan to be ber, November and December of last It is one of the fastest ways to in- today’s hottest merchandise op- ating relationships with your cus- a part of this expansion, so stay year.” crease your points—using a rewards tions like iPads to exclusive con- tomers—and the biggest trend in tuned.

Sweet redemption Steven Banks has been a Fido customer for seven years. “When I started with Fido, the Points for a perfect vacation program was quite di erent,” says Banks, pointing out that Fido- Loyalty and rewards pro- ing to Patrick Sojka, who founded only “local experiences”, like tours hotel rate.” DOLLARS were more targeted to- grams have changed in the the Frequent Flyer Bonuses Group. and other activities. This is in addition to another wards accessories. hospitality industry, now “One example of this is Starwood Ric Garrido, who has a hospitality trend where independent hotels and Banks says he now uses the pro- that hotels have abandoned Preferred Guest’s ’SPG Moment’ blog called “Loyalty Traveler”, says small brands are joining hotel loyal- gram to take a chunk out of the blackout dates and where members can bid with their the rate for earning points rarely ty associations. latest smart phone prices and in “capacity control” awards points on a whole range of lifestyle changes annually, while the cost for “The major hotel chains are estab- some cases pay for the new technol- that only made a few rooms experiences, one of which was to a free night when redeeming points lishing brands for independent ho- ogy completely with FidoDOLLARS. available through points. be a VIP Fan at the 2011 Stanley Cup tends to increase each year. tels within their loyalty programs “It’s allowing me to be ahead of Final,” Sojka says. “One of the more positive trends I like Marriott’s Autograph Collection, the grid without paying out of pock- Hotel rewards programs have ex- see for consumers is cash and points Choice Hotels Ascend Collection and et,” says Banks, who works in the panded their o erings to include A new frontier rewards for discount hotel nights,” InterContinental Alliance Resorts television industry and likes the items other then hotel stays or room Moving away from points, a new he says. “The hotel rewards mem- that made The Venetian and Palazzo prospect of using social media on upgrades. Most of these centre on program called Global Hotel Alliance ber can use fewer points for a re- Las Vegas hotel partners in Priority the go. “lifestyle experiences”, which tend (GHA) Discovery launched last fall, ward night, thus conserving points Club,” he says. to be activities many people would o ering rewards to people based on for other hotel nights and the cash

ANDREW SEALE either not be able to do, or never con- the number of stays. They can’t be portion is generally quite a ord- TED KRITSONIS [email protected] sidered doing to begin with, accord- redeemed for free nights however, able compared to paying the full [email protected] 10 · June 2011 A speciAl Advertising feAture by MediAplAnet

INSIGHT TIP 4

CUT DOWN ON DON’T MISS! CARD CARRYING BY USING YOUR Phone in for the SMARTPHONE future of rewards

■ The days of stu ng all those loyalty and rewards programs cards in your wallet may be a thing of the past—as your smartphone can now double as your new wallet and method of payment. The technology is already there with Near Field Communication (NFC), a chip that can be embedded in mobile phones to allow for interacting wirelessly with NFC terminals or other devices. This would allow consumers to pay for items or join rewards programs by simply waving their phones at a point-of-sale terminal in a store. “No one wants to have a ‘George Costanza wallet’, so NFC will change the loyalty card model because all those memberships can be stored and tracked through an app on the phone,” says Robin Dua, president of EnStream, a joint venture between Neuroscience and loyalty Rogers, Bell and Telus to bring NFC technology to market. “We can al- The concept behind “neuro- program,” he says. “It takes so much so enable couponing, where users marketing” is to gain a bet- “the market is more that just a simple reward pro- will be able to receive special of- ter understanding of how the probably more gram—Apple understands this, fers from retailers they like to shop brain works in responding to competitive than it’s too—it’s about building a commun- at right into the app, so they’re pre- marketing. ity with individuals and the things sented with stu they’d actually be ever been in that that drive them.” interested in.” This includes behavioural data on people have the abil- how people make decisions and ity to shop around.” Connect beyond the card Rewards at your fingertips how organizations can connect with Doing this requires taking a step This would include “revolutionary Roger Dooley them in an emotional context. Founder, back to see how brands like Apple, changes” in how consumers inter- This applies to another concept Dooley Direct Lexus, Harley Davidson, McDon- act with stationary ads, Dua adds. coined as “Loyalty 3.0”, which is con- ald’s and Coca-Cola, as a few ex- For example, touching a poster ad sidered the latest evolution in cus- ample, tend to consume more of stead of connecting with customers amples, have been able to tap in- with an NFC-enabled phone could tomer loyalty because its focus is to whatever it is they need to meet that rationally and emotionally to earn to the brains of consumers to get load a coupon right into the phone. make both buyers and infl uencers objective. their loyalty. that emotional response, accord- Or doing so in a retail store could lead —those who can be uno cial brand “Now, more than ever before, we ing to Susie Mahoney, senior vice- to immediately joining a rewards advocates—feel important. Creating an edge understand what’s happening in president of Coverdell Canada, a program. But some of the more successful the brain when we’re motivated to marketing fi rm that helps clients “This also takes away from the en- The science behind choice companies today don’t necessarily act in one way over another, and this forge deeper relationships with rolment process because there are “The market is probably more com- ascribe to that practice. Apple is one understanding is infl uencing the their customers. no forms to fi ll out, no card to carry petitive than it’s ever been in that such example, Dooley says, because design of e ective marketing solu- “Using a credit card to collect and paying for items and collecting people have the ability to shop they don’t have a true loyalty or re- tions,” he says. “Loyalty marketing, points isn’t loyalty, it’s a rewards points can happen at the same around and compare easily, which wards program. when done well, makes people feel program that’s successful in get- time,” he says. “As NFC devices be- has made it more challenging to de- “One thing they’ve done over the good about the things they buy and ting customers to behave a certain come more prevalent, we’ll be seeing velop that kind of loyalty with con- years is really build a following by the brands they buy from.” way,” Mahoney says. “It’s more more of that.” sumers,” says Roger Dooley, found- creating an ‘us vs. them’ mentality,” Daniel adds that consumer loyal- profi table to truly build the cus- er of the Dooley Direct marketing he says. “Apple has historically had a ty has always been driven by four tomer relationship and evolve the The future of phones consultancy, and a regular blogger bit of a mixed record in dealing with things—market factors like price rewards programs into true loyalty For now, few phones have the chip on neuromarketing. “Behavioural their customers, but they’ve made and availability, customer experien- programs.” embedded, but Dua expects it to be neuromarketing doesn’t require any their products and services part of a ces, brand perception and individual The good news is that this ap- a common feature next year. “The brain scan equipment or anything wider branding experience that condi erences. What’s changed with- plies to large enterprises and small interaction between merchants sophisticated, but it does provide sumers are buying into.” in those elements is that consum- businesses equally, Dooley says. and consumers will be strength- fascinating insights into how we be- ers also expect a great deal more in “Regardless of what your business ened with this kind of technology,” have.” A meaningful relationship terms of communications and o er- is, you need to make an indelible he says. One example he cites is research Rob Daniel, a managing director ings that are specifi cally relevant to branding impression.” that shows consumers who get close at Maritz Canada, a Mississauga- them. to achieving a loyalty objective, like based loyalty marketing agency, be- “Few brands do a good job of com- earning a certain number of points lieves today’s fi rms place too much municating with even their best TED KRITSONIS TED KRITSONIS or having a card stamped, for ex- emphasis on rewards programs in- consumers who have joined a loyalty [email protected] [email protected]

shakE it up this summer

Free NIGHT EntEr for a chancE to win a trip to When you stay three separate times hollywood to attend the taping of Disney Channel’s register and stay between June 19 - August 14, 2011 ‘make Your mark, the ultimate Dance Off’ – and you’ll earn a Free NiGht voucher.* shake it up edition. the winner will get to meet members of the shake it up cast and stay at Visit bestwestern.com/summer a Best Western for 3 days/2 nights.**

or for aeroplan® or air miLes® summer offer visit bestwestern.com/summeraeroplan or bestwestern.com/summeram.

bestwestern.com | 1.800.Western

*Voucher must be used on or before January 31, 2012. Voucher will be sent 4-6 weeks after the third qualifying stay. Other restrictions may apply. All Best Western Rewards® program rules apply. See bestwesternrewards.com/summer for additional program terms. Each Best Western® branded hotel is independently owned and operated. Best Western and the Best Western marks are service marks or registered service marks of Best Western International, Inc.® ©2011 Best Western International, Inc. All rights reserved.

®Aeroplan is a registered trademark of Aeroplan Canada Inc.

®™Trademarks of AIR MILES International Trading B.V. Used under license by LoyaltyOne, Inc. and Best Western International, Inc.

**No purchase necessary. Some restrictions apply. Open to residents of Canada, excluding residents of Quebec under the age of 13. Contest ends August 14, 2011. See official rules and entry details at family.ca. A speciAl Advertising feAture by MediAplAnet A speciAl Advertising feAture by MediAplAnet June 2011 · 11 PANEL OF EXPERTS

Shawn Bloom Sheri McIntosh Mary Patrick Sojka General Manager, Virgin Mobile Member Afentoulopoulos CEO/Founder SCENE LP Shoppers Optimum RewardsCanada.ca Member

Question 1: Shop where you are rewarded. To make the most of rewards in- I would suggest that waiting for Do your research into your Look for retailers who o er a free centives, sign up for email in stores the specials, like “20x The Points main program, keep track of your What advice would loyalty program, sign up and try that you frequent. It’s a great op- Day”, or buying products that have miles and /or points and be sure you give for making to consolidate as much of your portunity to be the ﬁ rst to know bonus points, are the best way to to take advantage of bonus of- the most of rewards spending with them as you can. about upcoming sales and pro- make the most out of the Opti- fers and other promotions o er Look out for bonus o ers. These motions—especially since some mum rewards. Checking the e- by the loyalty program. If you can incentives? can be very lucrative, and often promotions are only available to mails that Shoppers sends out are get a credit card that ties into your you’ll get rewarded for buying those that subscribe. I also rec- a good way to stay on top of what’s main loyalty program and put products and services you need ommend only joining stores that happening. all possible spending on the card anyway. Earn everywhere. Pick you are a frequent shopper at. This to maximze the earning but en- your favourite loyalty program way you’re not cluttering up your sure you pay o your balance each credit card or debit card. For ex- inbox and spending a lot of time month. ample, with a free Scotiabank sifting through o ers that you SCENE Visa or SCENE ScotiaCard likely won’t use. (debit) members can earn points towards free movies wherever they shop.

Question 2: A few changes in the way you I have found that when I sign If I need to buy something, and I definitely try to live by my shop can pay big dividends. I up for loyalty programs in a store I can buy the item at several lo- mantra by putting all my spend- How have loyalty haven’t had to pay for a carwash or online that I make purchases at cations, I will defi nitely go out of ing onto my mileage earning cred- programs a ected the in years since I try to consolidate that I become more loyal to those my way to go to a store that I will it cards and if there are bonus of- way that you all my fi ll-ups at the same gas retailers for my purchases. I will get incentives or rewards. If I fers for something I normally use station to earn points. I use the browse their stores or websites be- can wait until there is a “20x The I will make sure that I take advan- personally consume? points I collect on my SCENE Visa fore considering others. Points Day”, I will try and hold out, tage of those o ers even if it means to get free popcorn when I take my so that I can make the most of my buying multiples if the o er re- family to the movies. I will wait for Optimum Card. quires it. For hotel stays I do my big bonus point events from my fa- best to stay at the ones that I have vourite retailers and stock up on elite status at to take advantage things I know I need anyway to of the benefi ts awarded to status Neuroscience and loyalty maximize my earning. members.

Question 3: Who needs a wallet? By down- A loyalty program that of- The loyalty cards are quick, The savings on the vacations loading the Cineplex/SCENE app to fers an easy and attainable re- and convenient; the cashiers at that my family takes. I only redeem What makes a loyalty an iPhone, BlackBerry or Android ward is how I determine wheth- Shoppers Drugmart are diligent miles and points for family trips program worth device SCENE members can load er or not the program is worth about asking for you card, so it and in many cases we have enjoyed carrying in your their card right onto their Smart- it. I prefer sales and promo- makes it even easier for the con- free fl ights and hotel nights, up- phone and use their device to earn tions to be as often as once a sumer, when they don’t have the graded hotel rooms and by using a wallet? and redeem points in real time! month and rewards to be at- responsibility of having to re- travel points credit card further re- This way you always have your tainable within three to 12 member. The fi nancial rewards ductions in the cost of our trip by card with you. If you make it part months depending on the are defi nitely worth carrying the redeeming points against the trav- of your routine, you’ll fi nd your- program. card—you can save a lot of money, el charges. Our last vacation would self with a reward before you know when you accumulate enough have cost well over $6,500 without it. With SCENE for example, you’ll points. loyalty programs but in the end it earn enough points for a free mov- only cost us half that amount. ie after only 10 visits to a Cineplex Entertainment theatre!

Earn FREE movies and more - fast Join today at scene.ca

Earn 100 points every Get 10% off concessions Redeem just 1,000 points time you see a movie for a free movie

Some conditions apply. See scene.ca for details. The SCENE program is administered in collaboration with Maritz Canada Inc.

THE TRUTH ABOUT THE VALUE OF A BUCK

Pioneer Bonus Bucks really are like bucks! There are no mysterious “points”, no complicated conversions. As a Bonus Bucks member, every dollar you earn at Pioneer is a dollar you get to spend on anything Pioneer offers, including fuel, in-store merchandise and car washes*. Visit bonusbucks.ca for details.

PIONEER BONUS BUCKS

bonusbucks.ca

Refuel, refresh and reward yourself at your local Pioneer station today!

*Pioneer Bonus Bucks are redeemable for all merchandise excluding, tobacco and coin-operated services. ™ All of Pioneer’s trademarks are owned by The Pioneer Group Inc.; Pioneer Energy LP is a licensed user of those trademarks.

PNR-0511-MK067 Bonus Bucks Toronto Star Ad.indd 1 01/06/2011 5:30:22 PM 12 · June 2011 A special advertising feature by MediaPlanet

Loyalty counts

Only Fido rewards you from day one with FidoDollarsTM Get back 5% of eligible service charges on your monthly bill in FidoDollars.

3 1 9 MILLIONMILL FidoDollarsTM GIVEN TO OUR CUSTOMERS SO FAR

FidoDollars = Dollars to use to:

› Upgrade to a new phone for less › Purchase prepaid airtime › Pay for the ﬁ rst month or two of an Add-on such as Call Display, Long Distance, a Data Add-on, etc.

It’s a great time to be with Fido or to make the switch. Go to ﬁ do.ca, visit a store or call 1-866-301-3436

Offers subject to change without notice. Accumulate FidoDollars based on eligible fees & charges incurred & paid on your account, before applicable taxes and after all credits are deducted. FidoDollars cannot be exchanged for money, refunded or credited back to your account. Subject to Fido Rewards Program Terms and Conditions; ﬁ do.ca/terms. © 2011

Agency: BOS Graphiques M&H • Cité Multimédia CYAN MAGENTA 80, rue Queen, bureau 403, Montréal QC H3C 2N5 Title: Reward Print Ad Tél. : (514) 866-6736 • Téléc. : (514) 875-0401 Ad No.: FID11-Q2086 M YELLOW BLACK [email protected] Format: 10.375" x 20.29" Colour: 4 colour process PMS XXX PMS XXX Client: Fido B108394 Reward Ad_Toronto Star PMS XXX PMS XXX FID11-Q2086 Publication: Media Planet 2011-06-03 YM (Toronto Star) Approval Épreuve #1 Page 1 Insertion Date: June 20, 2011 Every effort has been made to avoid errors.

Material required: June 6, 2011 Please verify this proof. We are only responsible for replacement of the ﬁ nal ﬁ les. FINAL-LIVRÉ 100% 50% 0%