Air Miles Reward Program is expanding its collaboration with indie pharmacy retailer Pharmasave, and naming it its exclusive national pharmacy partner.

The expansion, Air Miles says, allows its loyalty holders to earn and redeem its Reward Miles in-store at participating Pharmasave outlets across Canada, excluding Quebec.

Pharmasave operates more than 870 stores nationally, offering a wide range of CPG products including health, beauty, household, food and personal care items.

“Pharmacies are a cornerstone of communities across Canada and a major category of everyday spend, along with gas and grocery,” says Shawn Stewart, president of Air Miles Reward Program, who adds that the partnership with Pharmasave will offer shoppers more value on the money they’re already spending on essentials.

“This new chapter allows us to provide more collectors across Canada with another avenue to earn Reward Miles on their everyday purchases and help alleviate some pressures on their wallets.”

In September, collectors will earn one Mile for every $10 spent on eligible purchases at Pharmasave, with Bonus Mile offers to be announced.

The move builds on Air Miles’ latest series of expanded offerings in addition to grocers, in which collectors can now earn Air Miles at wholesale clubs and starting tomorrow, alcohol retailers across Canada.

“How we buy groceries, everyday essentials and little luxuries is shifting, and we believe the way brands reward Canadians needs to change to keep pace,” Stewart says.

Air Miles also recently agreed to a deal with Instacart for collectors to enjoy points-earning opportunities on grocery delivery. This is in addition to food delivery orders at DoorDash, HelloFresh and more, and redeeming Cash Miles for e-vouchers that shoppers can use at SkipTheDishes, DoorDash, UberEats and several restaurants across Canada.

Past Air Miles messaging by then-agency partner, Lifelong Crush, emphasized the breadth of its loyalty coalition and redemption opportunities, an effort to change perceptions among a population that has primarily associated the brand with air travel-related spends. In February, Dentsu Canada secured Air Miles’ AOR business.

Last year, Air Miles introduced 55 new brand partners alongside its existing partners of more than 300 Canadian, global, and online retailers.