Bonus AIR MILES® Reward Miles

The LCBO in partnership with the AIR MILES® Reward Program has been rewarding loyal LCBO shoppers since 1997. LCBO collectors earn 1 AIR MILES® reward mile for every $30* spent each month. *Excluding HST, container deposit, and charity donations.Bonus AIR MILES® reward miles (BAMs) applied on participating products attract collectors to earn additional rewards every time they shop at the LCBO.

Airmiles Choice

Program Benefits

AIR MILES® reward miles are a key promotional tool in our retail environment as it provides a platform to connect with customers and shape their LCBO experience. As a loyalty program, AIR MILES® reward miles acts to incent and reward customers for their valued business which is a pillar in our Customer First organization.

Customer demographics and shopping patterns provided from this program in turn add valuable insights which can be used to better understand trends and shape future experiences.

Access to customer analytics is a key benefit for our supplier partners in this program. Suppliers who leverage this tool will receive performance reports with insights into penetration and transactional value.

BAMs incent customers to purchase and can result in new product trial, increased basket size through more volume or choosing a more premium product.

There are new and exciting opportunities to further collaborate on AIR MILES® programs with the Merchandising and Marketing teams to access greater insights and return on promotional investments.

For more information please speak with your LCBO category representative.

Vendor Report

Rates

There is a mandatory fee when participating in the Bonus AIR MILES® Reward Program for the production of pre-printed AIR MILES® signage.

$750 per product, per Promotional Turn.

Suppliers can deviate from the program structure above by 20 AIR MILES® reward miles provided the offer does not exceed 20% of the selling price.

The fee associated with each Bonus AIR MILES® reward mile awarded is $0.30.

Debit notes or invoices will be issued after the applicable Promotional Turn ends.

Retail Price

Minimum BAM Amount 

under $5.00

1

$5.00 - $10.95

3

$11.00 - $14.95

4

$15.00 - $18.95

5

$19.00 - $23.95

6

$24.00 - $29.95

8

$30.00 - $35.95

10

$36.00 - $44.95

12

$45.00 - $54.95

15

$55.00 - $59.95

18

$60.00 - $74.95

20

$75.00 - $89.95

25

$90.00+

30

Program Dates

Bonus AIR MILES® will be offered on participating products for the duration of the Promotional Turn.

 

Participation Guidelines

All stores that list the participating products will display the appropriate Bonus AIR MILES® reward miles signage.

Products featured in the Display Programs will be given priority when Bonus AIR MILES® Program submissions are reviewed.

A number of additional Bonus AIR MILES® opportunities will be reserved for non-display products.

Stores are not obligated to list additional products associated with the Bonus AIR MILES® reward Program.

A product SKU may not participate in the Bonus Air Miles® program for consecutive turns.

Multiple sizes of the same brands may participate in the same Promotional Turn, at the Category Manager's discretion.

The Bonus system and rates apply to the Bundled Bonus AIR MILES® Program.

The appropriate Category Manager gives final approvals.

 

Customer Eligibility

All retail customers are eligible to collect Bonus AIR MILES® reward miles and Bundled Bonus AIR MILES® with no limits on quantities purchased per customer. Licensees, NATO permit holders, Agency Stores and Liquor Delivery Services are not eligible to collect Bonus AIR MILES® reward miles.

 

P.O.P. specifications and shipping

Pre-printed signage will be produced and distributed to all stores by the LCBO.

Signage for the Bundled Bonus AIR MILES® Program will be displayed in all stores that carry the featured products.

If a store does not carry all of the participating brands, the store will display only the base Bonus AIR MILES® signage where applicable.

Bundled Bonus AIR MILES® Reward Miles

The purpose of the Bundled Bonus AIR MILES® program is to highlight cross-promoted products or to entice customers to trade up to more premium products. The LCBO offers four Bundled Bonus AIR MILES® options.

Option 1 - "Buy the two listed products at the same time and receive the Bundled Bonus AIR MILES®"

Option 2 - "Buy two of the same listed product and receive the Bundled Bonus AIR MILES®"

Option 3 - "Buy three of the same listed product and receive the Bundled Bonus AIR MILES®"

Option 4 - "Buy two of the three listed products and receive the Bundled Bonus AIR MILES®"

See below for specific details of each option.

 

Option 1

"Buy the two listed products at the same time and receive the Bundled Bonus AIR MILES®"

Customers must purchase the two featured products in the same transaction to collect Bundled Bonus AIR MILES®.

Individual products do not have to offer Bonus AIR MILES® if purchased alone.

The two participating products must be different, not size extensions.

Customers collect Bundled Bonus AIR MILES® for EACH pair of participating products purchased in one transaction.

Execution Options:

-    On End Aisle

-    On-shelf if products are located together in every store.

 

Example #

Product

Bonus AIR MILES® per product

Bundled Bonus AIR MILES®

Total Bonus AIR MILES® awarded

1

Product A

3

5

10

Product B

2

2

Product A

0

3

5

Product B

2

 

Option 2

"Buy two of the same listed product and receive the Bundled Bonus AIR MILES®"

Customers must purchase two units of the same featured product in the same transaction to collect Bundled Bonus AIR MILES®.

Individual products do not have to offer Bonus AIR MILES® if purchased alone.

Customers collect Bundled Bonus AIR MILES® for EACH pair of participating products purchased in one transaction.

Execution Options:

-    On End Aisle

-    On Shelf On Extender

Example #

Product

Bonus AIR MILES® per product

Bundled Bonus AIR MILES®

Total Bonus AIR MILES® awarded

1

Product A

3

4

10

2

Product B

0

5

5

 

Option 3

"Buy three of the same listed product and receive the Bundled Bonus AIR MILES®"

Customers must purchase three units of the same featured product in the same transaction to collect Bundled Bonus AIR MILES®.

Individual products do not have to offer Bonus AIR MILES® if purchased alone.

Customers collect Bundled Bonus AIR MILES® for EACH set of participating products purchased in one transaction.

Execution Options:

-    On End Aisle

-    On Shelf

-    On Extender

Example #

Product

Bonus AIR MILES® per product

Bundled Bonus AIR MILES®

Total Bonus AIR MILES® awarded

1

Product A

2

4

10

2

Product B

0

5

5

 

Option 4

"Buy two of the three listed products and receive the Bundled Bonus AIR MILES®"

Customers must purchase the two of the three featured products in the same transaction to collect Bundled Bonus AIR MILES®.

Individual products do not have to offer Bonus AIR MILES® if purchased alone.

The three participating products must be different, not size extensions.

Customers collect Bundled Bonus AIR MILES® for EACH pair of participating products purchased in one transaction.

Execution Options:

-    On End Aisle

-    On-shelf if products are located together in every store.

Example #

Product

Bonus AIR MILES® per product

Bundled Bonus AIR MILES®

Total Bonus AIR MILES® awarded

1

Product A

2

6

10

Product B

2

Product C

2

2

Product A

0

5

A+B=6, or
B+C=8, or
A+C=7

Product B

1

Product C

2