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SHIFTHEADS: 34 Years Later: The Shell-Air Miles Split (and a new name)
You're standing at the Shell pump with your Air Miles card. Loyalty program changes are coming whether you're ready or not. That 34-year partnership ends this year. Your grocery stores already switched to Scene Plus. Now your gas station follows. Air Miles becomes Blue Rewards by summer, the iconic flying boat logo retiring after serving Canadian wallets since 1992. Your point balance inflates, new restaurant partners appear, and Porter Airlines joins while Shell walks away.
Why does Shell abandon a program after more than three decades? Patrick Sojka points to the evidence: loyalty rewards…
The skinny
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