Shoppers and Aeroplan face lawsuits for loyalty program changes

Discussion in 'Air Canada | Aeroplan' started by sobore, Mar 31, 2012.

  1. sobore
    Original Member

    sobore Gold Member

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    New rules leave some customers asking how valuable the programs really are

    As rewards and loyalty programs have become important lures for chains looking to build brand loyalty, they’re also becoming more controversial. Shoppers Drug Mart Corp. is facing a class action lawsuit in Quebec over changes to its Optimum rewards program in 2010. Options Consommateurs, a lobby group, has been given approval by a provincial court to sue the company, which operates as Pharmaprix in Quebec, for devaluing its rewards points.
    In July 2010, Shoppers announced a new conversion rate for its points: to get $1 in merchandise, customers would need 800 instead of 700 points. (The changes were effective Canada-wide but the lawsuit only represents Quebec customers.) Marie-Anaïs Sauvé, one of the lawyers representing the plaintiffs, called these changes “abusive” and “illegal” in a statement.
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