LoyaltyOne
{{Advert|date=December 2016}}
{{Infobox company
| name = LoyaltyOne, Co.
| logo = Loyalty One logo.jpg
| logo_size = 200px
| type = Wholly owned subsidiary of Alliance Data
| industry = Loyalty marketing and enterprise services
| area_served =
| key_people = Bryan A. Pearson{{Cite web |url=https://www.google.com/finance/?cid=8829905 |title=Loyaltyone, Co: quotes & news - Google Finance |access-date=30 January 2013 |archive-date=14 September 2016 |archive-url=https://web.archive.org/web/20160914230233/https://www.google.com/finance?cid=8829905 |url-status=bot: unknown }}
| services = * Customer insight and strategy
- Loyalty programs and marketing
- Customer experience management
| parent = Alliance Data
| defunct = March 10, 2023
| fate = Filed for Bankruptcy in 2023
| location_city = Toronto, Ontario
| location_country = Canada
| homepage =
}}
File:LoyaltyOneTorontoOffice.jpg
LoyaltyOne, Co. provides loyalty marketing services to enterprises in retail, financial services, grocery, petroleum retail, travel, and hospitality sectors globally. Under the Alliance Data umbrella, it offers services in coalition loyalty programs, analytics and retail solutions{{solution-inline|date=September 2019}}, loyalty consulting and customer analytics.
On March 10, 2023, LoyaltyOne filed for bankruptcy.{{Cite web|url=https://www.bloomberg.com/news/articles/2023-03-10/air-miles-owner-loyalty-ventures-files-for-bankruptcy-in-texas?srnd=deals|title=Air Miles owner Loyalty Ventures files for bankruptcy|date=March 10, 2023|access-date=March 10, 2023|website=Bloomberg|language=en}}
History
{{Third-party|section|date=January 2019}}
In 1991, entrepreneurs Craig Underwood, Sam Duboc, and Rob Gierkink began planning a coalition loyalty program, involving partners drawn from retail and financial services sectors. This resulted in the March 1992 launch of the Air Miles reward program. In 1998, Alliance Data acquired Loyalty Management Group Canada Inc., parent company of the AIR MILES program, and in 2008 renamed it LoyaltyOne.{{cite web|title=Our History|website=LoyaltyOne|url=https://www.loyalty.com/about-us/our-history.html|access-date=22 December 2017}}
Businesses
=== Air Miles ===
Air Miles is a Canadian rewards program, with over 11 million active collector accounts within approximately two-thirds of all Canadian households. Cash Rewards or Dream Rewards are redeemable with hundreds of rewards partners across Canada.
== 2016 points expiry issue ==
In 2011 Air Miles Canada announced that all points would expire with no compensation to its members after 5 years of being issued. In 2016 with months before the January 1st 2017 deadline was about to be enacted, Canadian news media began to heavily report on the impending deadline with stories of Canadian's struggling to redeem their long collected points.{{cite web |title=Air Miles program walks back on taking away points from collectors |url=http://www.theguardian.pe.ca/news/local/2016/12/1/air-miles-program-walks-back-on-taking-away-points-from-collecto.html |website=The Guardian |access-date=3 September 2021 |archive-url=https://web.archive.org/web/20170510174445/http://www.theguardian.pe.ca/news/local/2016/12/1/air-miles-program-walks-back-on-taking-away-points-from-collecto.html |archive-date=10 May 2017 |date=1 December 2016}} Members who redeemed the points fearing their loss were then outraged about having used up their collected points needlessly.{{cite web |last1=Marr |first1=Garry |title=The battle for Canadian loyalty and expiring points: Consumers will fight hard for what they've collected |url=https://financialpost.com/news/retail-marketing/the-battle-for-canadian-loyalty-and-expiring-points-consumers-will-fight-hard-for-what-theyve-collected |website=Financial Post |access-date=3 September 2021 |date=18 November 2016}} Customers complained that they 'wasted' points on things they didn't want in fear of losing all the points that had been collected.{{cite web |last1=Harris |first1=Sophia |title=Angry Air Miles collectors demand back points they rushed to use on 'junk' |url=https://www.cbc.ca/news/business/air-miles-rewards-expiry-1.3878443 |website=CBC News |access-date=3 September 2021 |date=3 December 2016}}
On December 1, 2016 Air Miles reversed their decision to expire members points, and cited that legislation that is about to be passed in Ontario that forbids the expiration of points would create problems in managing the program with various rules in each Province. In a statement release announcing the about face changes LoyaltyOne promised to ensure that they will still find a way to keep the rewards program profitable: "Going forward, LoyaltyOne will adjust the value proposition to collectors to offset the lost economics … and to maintain, as closely as possible, the economics of the Air Miles reward program prior to cancellation of the expiry policy"{{cite web |last1=Krashinsky |first1=Susan |title=Air Miles backs off from plan to let points expire |url=https://www.theglobeandmail.com/report-on-business/industry-news/marketing/air-miles-parent-company-backs-off-from-points-expiration-plan/article33127263/ |website=The Globe and Mail |access-date=3 September 2021 |date=1 December 2016}}
A proposed Class Action lawsuit was launched in Alberta.{{cite web |last1=Harris |first1=Sophia |title=Class-action lawsuit filed against Air Miles, alleging unfair customer treatment |url=https://www.cbc.ca/news/business/class-action-lawsuit-air-miles-rewards-1.3764526 |website=CBC News |access-date=3 September 2021 |date=16 September 2016}}
On October 31, 2017, BrandSpark announces Air Miles as the most trusted brand in Loyalty Program category.{{Cite web|url=http://www.newswire.ca/news-releases/brandspark-announces-canadas-most-trusted-award-winners-for-retailers-brick--mortar-and-e-commerce-and-service-brands-as-voted-by-canadians-654247473.html|title=BrandSpark Announces Canada's Most Trusted Award Winners for Retailers (Brick & Mortar and E-Commerce) and Service Brands as Voted by Canadians|website=Newswire|language=en|access-date=2018-01-04}}
=Precima=
Precima is the LoyaltyOne data analytics arm specializing in applying data insights to sales strategies, and customer loyalty. Services include assortment optimization, price optimization, promotional optimization, targeted marketing, and supplier collaboration for Fortune 1000 brands in grocery retail.
=BrandLoyalty=
Founded in 1995 and acquired by Alliance Data in 2013,{{Cite web|url=http://phx.corporate-ir.net/phoenix.zhtml?c=120991&p=irol-newsArticle&ID=1872647|title=Alliance Data {{!}} News Release|website=phx.corporate-ir.net|language=en|access-date=2018-01-04}} BrandLoyalty provides services in transactional and emotional loyalty, impacting consumer behavior through promotional campaign-driven loyalty programs.
In 2012, BrandLoyalty merged with IceMobile to expand in the digital space for short-term loyalty programs, instant loyalty programs, and digital solutions.{{solution-inline|date=September 2019}}{{Cite news|url=https://www.icemobile.com/about|title=IceMobile|access-date=2018-01-04}}
Grocers and brands partnering with BrandLoyalty in European and key Asian markets include REWE, Auchan, TESCO, Metro, Disney, Stikeez, Star Wars, and Jamie Oliver.
=COLLOQUY Speaks=
COLLOQUY Speaks offers research and insights on loyalty and customer experience industry trends.{{Cite web|url=https://www.loyalty.com/home/insights/colloquy-speaks|title=COLLOQUY Speaks|website=www.loyalty.com|language=en|access-date=2018-11-01}}
=IceMobile=
IceMobile was founded by Ralph Cohen in 2002 and specializes in digital loyalty platforms and loyalty experience for high frequency retailers globally. Services include mobile solutions{{solution-inline|date=September 2019}} for loyalty stamp collecting,{{Cite news|url=https://www.brandloyalty-int.com/nl-NL/nieuws/business/id-3045/brandloyalty-wins-loyalty-awards-2014!/|title=BRANDLOYALTY WINS LOYALTY AWARDS 2014!, Business, Nieuws, BrandLoyalty|access-date=2018-01-04|archive-date=2018-01-05|archive-url=https://web.archive.org/web/20180105011911/https://www.brandloyalty-int.com/nl-NL/nieuws/business/id-3045/brandloyalty-wins-loyalty-awards-2014!/|url-status=dead}} mobile app 1-to-1 communications for daily shoppers, and personalized promotions solutions.{{solution-inline|date=September 2019}} As part of Alliance Data, IceMobile offers advanced data analytics with Precima.{{Cite web|url=https://www.linkedin.com/company/82984/|title=LinkedIn: IceMobile|last=Digital Loyalty Platform and Experience|first=IceMobile|archive-url=https://web.archive.org/web/20101031020652/https://www.linkedin.com/company/82984/|archive-date=2010-10-31|url-status=dead}}
Awards
LoyaltyOne has received awards covering marketing, contact centres, human resources, training and leadership.{{cite web|url=http://www.loyaltyone.com/WhoWeAre/Awards.aspx|title=Awards and Recognition|publisher=Loyalty One|access-date=2009-09-29|url-status=dead|archive-url=https://web.archive.org/web/20091019220920/http://www.loyaltyone.com/WhoWeAre/Awards.aspx|archive-date=2009-10-19}}{{cite web|url=http://www.ccemployerofchoice.com/press_release_airmiles.htm |title=Air Miles reward program receives the silver contact centre employer of choice certification award! |date=2008-08-11 |publisher=Contact Centre Employer of Choice |access-date=2009-09-29 |url-status=dead |archive-url=https://web.archive.org/web/20110708124915/http://www.ccemployerofchoice.com/press_release_airmiles.htm |archive-date=2011-07-08 }}{{cite web|url=http://www.marketingsherpa.com/emaw2009/9-AirMilesReward.pdf|title=Best Triggered Personalized Email|publisher=Marketing Sherpa|access-date=2009-09-29}}{{cite web|url=http://www.the-cma.org/awards/awards.asp?WCE=C=47|title=Winners in 2007|date=2007|publisher=Canadian Marketing Association|access-date=2009-09-29|archive-date=2011-07-18|archive-url=https://web.archive.org/web/20110718132447/http://www.the-cma.org/awards/awards.asp?WCE=C=47|url-status=dead}} In 2012, LoyaltyOne was named one of Canada’s 50 Best Employers for its third consecutive year and one of Canada’s Greenest Employers.{{Cite web |url=http://was2.hewitt.com/bestemployers/canada/pages/currentlist2012.htm |title=Aon Hewitt's 2012 List of the Best Employers in Canada |access-date=1 May 2012 |archive-date=14 April 2012 |archive-url=https://web.archive.org/web/20120414152321/http://was2.hewitt.com/bestemployers/canada/pages/currentlist2012.htm |url-status=bot: unknown }}{{cite web |title=Canada's Green 30 companies for 2012 |url=https://www.macleans.ca/society/life/canadas-green-30-for-2012/ |website=Maclean's |access-date=3 September 2021 |date=27 April 2012}}