The Jean Coutu Group has signed a long-term renewal with LoyaltyOne's Air Miles Reward Program, Canada's coalition loyalty program.


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Jean Coutu renews reward program pact

June 21st, 2011

DALLAS – The Jean Coutu Group has signed a long-term renewal with LoyaltyOne's Air Miles Reward Program, Canada's coalition loyalty program.

LoyaltyOne, part of Alliance Data Systems Corp., said Tuesday that under the multiyear agreement, Jean Coutu will remain a sponsor in the Air Miles Reward Program as the exclusive pharmacy retailer in Quebec.

The Longueuil, Quebec-based drug store chain has been an Air Miles sponsor since 2003.

"Not only does the Air Miles Program allow us to attract customers and ensure their loyalty, but it is also a source of information on our customers and their purchasing profiles," Alain Lafortune, executive vice president of purchasing and marketing at The Jean Coutu Group, said in a statement. "This strategic marketing tool not only allows us to differentiate ourselves through targeted marketing initiatives but also to adapt our strategies in accordance to the real and unique purchasing profiles of our customers."

About two-thirds of Canadian households actively collecting reward miles under the Air Miles program, according to LoyaltyOne. Members earn reward miles at more than 100 top brand-name sponsors representing thousands of retail and service locations across Canada. The reward miles can be redeemed for more than 1,200 rewards, such as travel, movie passes, entertainment attractions and electronic merchandise.

"A significant sponsor in our loyalty coalition, Jean Coutu's continued focus on ensuring marketing concepts are industry-leading and meet customer expectations has provided it with a competitive advantage in the retail pharmacy category and continues to have a positive impact on revenues and customer loyalty," stated Bryan Pearson, president of LoyaltyOne. "With anticipated increases in consumer spending on pharmacy, health-related and beauty products, we will continue to work closely with Jean Coutu to design and implement targeted consumer marketing initiatives that grow network stores sales and increase wholesaler revenue and reward miles issuance."

Jean Coutu's pharmacy network includes 389 franchised stores in Quebec, Ontario and New Brunswick under the banners PJC Jean Coutu, PJC Clinique, PJC Jean Coutu Sante and PJC Jean Coutu Sante Beaute.

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