Air Miles is a Canadian loyalty reward program that allows consumers to collect points when they do business with certain retailers, financial institutions and credit/charge card issuers. The points can be used for travel rewards, redeemed for consumer goods or converted for use as cash. (Ricky Leong photo illustration)
What happens when a loyalty reward program is disloyal to its users?
This question is on the minds of millions of Canadians after it was revealed Thursday afternoon Air Miles was rescinding a policy, which would have come into effect on Dec. 31, 2016, causing unused points to expire if they weren’t used within five years of being collected. As an added headache, all points accrued before Dec. 31, 2011, would have been subject to mass expiration were they not expended by the deadline.
Ricky Leong 