PLEASANTON, Calif. — Canada Safeway, a subsidiary of Safeway here, has entered into a long-term contract renewal in support of the Air Miles Reward program with LoyaltyOne, a division of Dallas-based Alliance Data Systems.
Canada Safeway serves as Western Canada's grocery and drugstore Air Miles sponsor with 224 locations throughout the provinces of Alberta, British Columbia, Manitoba, Saskatchewan and North Western Ontario; the chain has supported the program since 1992.
Approximately two-thirds of Canadian households actively participate in the Air Miles program, earning reward miles at more than 100 brand-name sponsors representing thousands of retail and service locations across Canada. Air Miles reward miles can be redeemed for more than 1,200 different rewards, such as travel, movie passes, entertainment attractions, and electronic merchandise.
"A strategic sponsor in our program, Canada Safeway demonstrates its leadership in the grocery industry by continuously innovating its marketing approach, leveraging data insights and issuing reward miles to drive consumer behavior," said Bryan Pearson, president of LoyaltyOne, in a statement.