AIR MILES Jean Coutu

AIR MILES losing yet another major partner as Jean Coutu exits in 2023

AIR MILES will be losing another significant partner soon. Jean Coutu pharmacies in Quebec and Ontario will be leaving the program in spring 2023 to join Metro’s newly updated MOİ Rewards program.

News came out earlier this week that Metro will be updating their metro&moi program to become MOİ and buried in the press release were details that Jean Coutu will join this program and leave AIR MILES.

Jean Coutu will withdraw from the AIR MILES program in the spring 2023 to join the MOİ Rewards program. In the meantime, the AIR MILES program will continue to be offered in Jean Coutu pharmacies until spring 2023

2023 would have marked 20 years of Jean Coutu being an AIR MILES partner. The attrition of major partners in the AIR MILES program over the past couple of years has been nothing but staggering. From Hudson’s Bay to Lowes to Staples to Sobeys and more, one has to ask what is going on at what used to be one of Canada’s most beloved loyalty programs? We’ve had no shortage of coverage on the program – good and bad – but as of late it really has been leaning to the bad side. I sure do hope something comes from them on the good side of things!

As stated in the press release, Metro is evolving their program and it will even included a co-brand credit card from RBC. This is another big shift in the loyalty industry in Canada as many organizations are finding better value in running in-house and/or smaller mini-coalition programs rather than being part of the behemoth programs like AIR MILES. The stand out here however is Scene+ who have been bucking that trend.

Due to all of these changes the  AIR MILES program itself is having to evolve itself and as we have mentioned several times previously, it is primarily evolving into a credit card and online shopping reward program.

Click here to learn more about Metro’s updated program and the news of Jean Coutu leaving AIR MILES