Air Miles has rejigged its rewards program in what it says is an effort to simplify the process for cardholders.
Members will receive rewards offers based on their status level within the program: blue, gold or onyx. The more you collect, the more rewards you will be offered.
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“Rewards selection is now solely segmented based on the tier a collector is a part of in the program,” said Natasha Lasiuk, Air Miles spokesperson, in an email to Global News.
In the past, Air Miles has experimented with tailoring offers for cardholders based on their shopping patterns or preferences, Lasiuk said.
However, this appears to have caused some cardholder confusion.
“Based on collector feedback over the summer, we recognized that the previous way of displaying rewards in the catalogue was confusing to collectors, so this was simplified at the end of the summer to ensure all collectors see rewards based on the tier they are in.”
Air Miles has been feeling the heat over expiring points, which goes into effect at the end of 2016. Some members have been scrambling to redeem expiring points, but finding apparent inconsistencies in what they are offered.
It’s even prompted a proposed class-action lawsuit over the points expiration and lack of options for rewards available.
“I think it’s more of a response to this class-action lawsuit, to cover their butts,” said Patrick Sojka, founder of Rewards Canada.
“The lawsuit actually says there’s a lack of availability of rewards so now they’re saying, ‘Well, you’re a blue member, that’s why there’s a lack of availability.’ Prior to that, that wasn’t the case.”
Sojka said he plans to test out the reward catalogue to see if Air Miles is true to its word. Meanwhile, the lawsuit will go forward despite the changes.
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“It appears to be a first step in the right direction but doesn’t address all of the concerns we have raised,” said Andrew Wilson, partner at JSS Barristers, the Calgary law firm handling the proposed class action.
“For that reason we will proceed with the lawsuit.”