Major Loyalty Program Overhaul: BMO Introduces Blue Rewards, Shell Aligns with Scene+
In a significant restructuring of Canada's loyalty rewards landscape, BMO Financial Group has announced it will phase out the long-standing Air Miles program in favor of its new proprietary offering, Blue Rewards, set to launch this summer. Concurrently, Shell Canada has confirmed its integration into the expanding Scene+ loyalty network, creating a dual wave of change that will impact millions of Canadian consumers.
End of an Era: BMO Transitions from Air Miles
The decision by BMO to replace Air Miles marks the conclusion of a partnership that has spanned decades, fundamentally altering how customers of one of Canada's largest banks accumulate and redeem points. Blue Rewards is positioned as a modernized, bank-centric loyalty solution designed to offer enhanced flexibility and value directly through BMO's financial products and services.
This strategic shift reflects a broader trend in the financial sector where institutions are increasingly seeking to own and control their customer loyalty ecosystems rather than relying on third-party partnerships. The transition is scheduled for completion in the summer of 2026, with BMO pledging a seamless process for existing Air Miles collectors to migrate their points and benefits to the new Blue Rewards platform.
Shell Bolsters Scene+ Network
In a parallel development, Shell Canada has officially joined the Scene+ loyalty program, significantly expanding the reach and utility of this coalition-based rewards system. Scene+, which originated in the entertainment sector with Cineplex, has been aggressively growing its partner network to include retail, dining, and now fuel and convenience categories through Shell's extensive station network across the country.
This addition provides Scene+ members with new opportunities to earn and redeem points at one of Canada's largest fuel retailers, while offering Shell customers access to Scene+'s diverse redemption options including movies, dining, and travel. The integration represents a strategic move by Shell to enhance customer engagement in a competitive market where loyalty programs increasingly drive consumer behavior.
Implications for Canadian Consumers
The simultaneous announcements create a notable moment in Canadian consumer affairs, with two major loyalty programs undergoing substantial transformation. For consumers, this means:
- Adaptation to New Systems: BMO customers will need to familiarize themselves with the Blue Rewards structure, including earning rates, redemption options, and any associated account changes.
- Enhanced Earning Opportunities: Scene+ members gain a valuable new partner in Shell, potentially accelerating point accumulation through everyday fuel purchases.
- Market Competition: These changes may prompt other financial institutions and retailers to reevaluate their own loyalty offerings, potentially leading to further innovations and benefits for consumers.
Industry analysts suggest that these moves reflect an ongoing evolution in loyalty marketing, where programs are becoming more integrated, digital-first, and tailored to specific customer segments. As both Blue Rewards and the expanded Scene+ network roll out in 2026, Canadian consumers will be watching closely to see how these changes affect their ability to earn and redeem rewards in an increasingly complex loyalty landscape.
