Safeway to Launch AIR MILES Cash Instant Redemption Feature

Beginning November 14, AIR MILES Collectors Can Redeem Reward Miles for In-Store Purchases

TORONTO, Nov. 6, 2014 /CNW/ - Safeway and the AIR MILES® Reward Program are expanding their 22-year partnership to offer the instant redemption feature, AIR MILES Cash, in-store to Safeway shoppers, effective November 14. For every 95 AIR MILES reward miles redeemed from their AIR MILES Cash balances, shoppers will receive $10 off their purchases at checkout.

Launched by AIR MILES in 2012, the AIR MILES Cash Program feature enables its Collectors to redeem reward miles in-store at participating AIR MILES Cash Sponsors and online for eVouchers with participating Reward Partners to use towards everyday purchases like grocery, gas, and pharmacy.

"Over two million AIR MILES Collectors across the country are already enjoying the convenience of instant redemption using AIR MILES Cash, and we anticipate Safeway shoppers will also embrace redeeming their reward miles instantly in-store." says Blair Cameron, Senior Vice President of Client Services, AIR MILES Reward Program. "The AIR MILES value proposition is rooted in our ability to offer our Collectors both this feeling of instant gratification and aspirational reward options like travel and merchandise. This flexibility is what differentiates our Program from any other in market." 

Since July, Safeway has offered eVouchers to AIR MILES Cash Collectors that allow cardholders to redeem 95 reward miles online for a $10 eVoucher redeemable in-store if printed and presented at check-out. The launch of AIR MILES Cash at Safeway now enables Collectors to redeem instantly at check-out with their AIR MILES Collector card during their regular shopping trips. By the end of November the program will be available at all participating Safeway locations, excluding southern Alberta, where the program will launch in January 2015.

"Safeway shoppers are highly engaged in the AIR MILES Reward Program; they earn lots of reward miles, take advantage of bonus offers and prove to be very savvy consumers," says Bill Sexsmith, Vice President Sales and Marketing, Safeway Operations, Sobeys Inc. "AIR MILES is a fundamental part of the experience of shopping at Safeway, and we are thrilled to accelerate this to include the instant redemption feature for our customers in-store."

Collectors can get more information about AIR MILES Cash and participating Sponsors by visiting www.airmiles.ca/cash.

About Sobeys Inc.
Proudly Canadian, with headquarters in Stellarton, Nova Scotia, Sobeys has been serving the food shopping needs of Canadians for 107 years. A wholly-owned subsidiary of Empire Company Limited (TSX:EMP.A), Sobeys owns or franchises more than 1,500 stores in all 10 provinces under retail banners that include Sobeys, Safeway, IGA, Foodland, FreshCo, Thrifty Foods, and Lawton's Drug Stores as well as more than 330 retail fuel locations. Sobeys and its franchise affiliates employ more than 125,000 people. The company's purpose is to help Canadians Eat Better, Feel Better and Do Better. More information on Sobeys Inc. can be found at www.sobeyscorporate.com.

About the AIR MILES Reward Program
Founded in 1992, the AIR MILES Reward Program is Canada's premier coalition loyalty program with more than 10 million active Collector accounts, representing approximately two-thirds of all Canadian households. The AIR MILES Reward Program allows Collectors to earn reward miles simply by doing their everyday shopping at more than 240 leading brand-name Sponsors, representing thousands of retail and service locations across Canada and leading global brands online. The AIR MILES Reward Program also allows Collectors to indulge in more than 1,200 leisure, entertainment, merchandise and travel rewards and a range of accredited, environmentally-friendly lifestyle rewards. With AIR MILES Cash, Collectors can also have the flexibility to instantly redeem their AIR MILES reward miles in-store and online towards many every day purchases from participating gas, grocery, drug store, and home improvement Sponsors.

SOURCE: AIR MILES Reward Program

AIR MILES Reward Program Media Office: [phone], [email protected]; Safeway Operations: Betty Kellsey, Public Affairs Manager, [phone], [email protected]