PC Optimum tops survey list, which shows Canadians have become selective loyalty users

Which programs topped the LoyalT top 10 list?

For the first time, Loblaw points program PC Optimum has earned the top spot in the latest LoyalT survey.

The seventh edition of the study – conducted by Adviso and R3 Marketing with support from Ad Hoc Research – sampled 10,000 Canadian respondents. Each program received a score based on mobile experience, the result of a methodical analysis performed by digi-solutions company, Nventive.

Nike took second place, followed by PC Optimum competitor Moi by Metro, which launched in 2023 and rose to third position. Moi, a private coalition program, brings together the Brunet, Première Moisson, Jean Coutu and Super C brands and replaces the metro&moi program, which was a favourite in LoyalT rankings in past years.

Mondou’s Cuddle Club grabbed the fourth slot, Air Miles/BMO took fifth and SAQ Inspire took sixth, with Walmart Rewards, Domino’s Rewards, Sephora’s Beauty Insider Program and Global Pet Foods’ Pet’s Rewards rounding out the top 10.

Pet’s Rewards, Nike Membership and Air Miles all made their first appearance in the top 10 list.

According to the report, Air Miles experienced a “significant upswing” since BMO purchased the program from LoyaltyOne, with a performance boost in part attributed to the change in its business model and its co-branded card-linked offers, which generate even more engagement. However, it is not resonating as much in Quebec, since a number of high-profile brands such as RONA, Jean Coutu and IGA ended their partnerships with Air Miles. The program received an average LoyalT score of 88 in Quebec, while it achieved a score of 111 in the rest of Canada.

Are Canadians regular (and active) loyalty users?

Canadians belonged to an average of 19 programs in 2024 – the highest number since LoyalT started studying the data seven years ago, and five more than previous years.

However, due to possible loyalty fatigue, only seven programs are used regularly, an identical figure to last year and barely higher than that observed in 2021. The rate of programs used on a regular basis has decreased from 50% to 36%, indicating that users are becoming increasingly selective about which programs they use consistently.

The survey also revealed that this year, 42% report that they prefer digital loyalty cards compared to 32% in 2023.

Almost one in three Canadians (32%) have changed their choice of products to maximize loyalty point accumulation, 5% higher than in 2023.

Also, for the first time, the Amazon Prime subscription rate has exceeded that of Costco: 54% of Canadians are Amazon members, compared to 51% for Costco.

And participation in gamification activities has increased amongst the 18-to-54 age group. This increase is notable among those between 18 and 35, of which 33% frequently participate in games, challenges, surveys, and contests, representing an increase of 7% year-over-year.