Insider tips to help you get the most out of loyalty programs
January is “get organized” month. It’s a good time to weed out the wallet, so easily overgrown with loyalty program cards. But how do you know which to keep and which to toss?
“Whatever the season, it’s a good idea to re-evaluate your loyalty program membership from time to time,” said Chris Willoughby, general manager, brand and member marketing, at Aeroplan.
There are many different programs and not all are created equally, according to this insider. Retail rewards programs l i ke Shoppers’ Optimum for example, offer discounts and options that appeal to people looking for day- to- day savings. On the other hand, travel programs such as Aeroplan are tailored for people who want to save predominantly on travel and have plans for a certain redemption goal, like a trip to visit a friend or connect with family.
To get the right fit, selecting a rewards program should start with you and your lifestyle. What kind of things do you like to do and where do you like to shop? What kind of things do you like to reward yourself with? What do you spend the most money on?
Next, look for ways to tweak your shopping habits so you rack up more points as you go about your daily routine. A good loyalty program should virtually do this work for you. “We try to learn as much as we can about our members so we can tailor our communications for them,” says Willoughby.
Ideally, your rewards program should be your companion on the journey toward your goals. Once you sign up to Aeroplan, for example, the program is available via mobile device and website. It also provides info on special offers or tips to help you accumu- late more miles and make the most of them when it’s time to redeem.
Insider’s tip: supercharge the accumulation rate by leveraging it.
Willoughby says members especially appreciate advice on increasing what the industry calls “accumulation velocity,” or how to get more miles more quickly. The most efficient way is to use a credit or charge card associated with the program.
“Not everyone is aware that you can earn miles twice by using one of these at one of our partner retailers,” Willoughby says. “You will earn miles once for using the Aeroplan-affiliated financial card and once for swiping their orange member card.”
It’s as easy as using the affiliated financial card to buy gas at an Esso station or shop at Home Hardware, for instance, or any number of online partners like Costco or The Brick. Or at the Aeroplan eStore, with over 100 top brand-name online retailers, including Apple Store Canada, Hudson’s Bay and Indigo.
It can also pay off to be a status-seeker when it comes to a loyalty program. In other words, join one that offers a chance to enter a privileged circle with extra benefits.
“I liken it to playing a video game,” Willoughby says. “When you get to the bonus level, everything is worth more.”
As Aeroplan members rise in status, they need up to 35 per cent fewer miles when redeeming for travel. Shopping through the Aeroplan eStore also gives status members double the number of miles for their purchases and they earn bonus miles when flying on eligible flights with Air Canada and Air Canada Rouge.
Reward programs that are keepers should make it easy for you to accumulate points or miles, and provide something you want.
“Loyalty should be valued, and at Aeroplan we’re always looking for better ways to do just that,” says Willoughby.