Activate, Earn and Redeem; AIR MILES Cash Now at IGAs Across Quebec

AIR MILES Cash introduces instant redemption option at IGA

MONTREAL, March 20, 2014 /CNW Telbec/- It's been a tough winter for Quebecers, but with spring just around the corner comes spring cleaning and the opportunity to change your old habits, improve your lifestyle or try something new. While cleaning your home, think of ways to clean up your spending habits by utilizing money-saving efficiencies wherever you shop without compromising what you want, including at the grocery store! Today, the AIR MILES® Reward Program expands the popular AIR MILES Cash feature by launching in all 280 IGA and IGA extra stores in Quebec, as well as at Rachelle-Béry, its natural and organic health food stores, giving Collectors the ability to redeem 95 reward miles for an instant $10 off at checkout.

Whether you're looking for fresh produce for the first BBQ of the season, or a ready-to-go meal to enjoy under the first warm rays, AIR MILES Cash will allow Collectors who have opted into the AIR MILES Cash feature the ability to instantly redeem their reward miles at checkout.

By simply presenting their AIR MILES Collector card, which more than 2.3 million Quebecers carry in their wallet, Collectors can easily redeem reward miles at IGA and at other participating AIR MILES Cash Sponsors.

"The AIR MILES Reward Program owes its popularity over the last twenty years to the fact that we continue to innovate and bring added value to our Collectors, in partnership with their favourite retailers," says François Jolicoeur, Vice President & General Manager, Eastern Canada at the AIR MILES Reward Program. "The launch of AIR MILES Cash at IGA is one more way for Collectors in Quebec to savour the satisfaction of being rewarded when and how they want."

Grocery shopping is an important purchase category that can strain the family budget. Shopping at IGA and being able to instantly redeem with AIR MILES Cash adds more mileage to the shopping cart and gives IGA Collectors the opportunity to treat themselves. For those planning their own sugar shack inspired dinner this spring, for example, this option will make the cost of your maple syrup that much sweeter.

"IGA has always celebrated the simple and spontaneous pleasures that come with great food, and AIR MILES Cash at IGA now rewards customers in a way that enables them to take advantage of such culinary indulgences," says Guy Terroux, Vice President Marketing of Sobeys Québec, the company that operates the IGA banner. "We're excited to now offer an enhanced reward experience to our customers by always promoting the discovery of the pleasures of eating better."

IGA joins the growing list of AIR MILES Cash Sponsors in the province, including RONA, Jean Coutu, IRIS and Shell.

How to opt into AIR MILES Cash – 3 easy steps
Collectors must activate their account and accumulate reward miles towards their AIR MILES Cash balance to begin instantly redeeming at IGA and other participating Sponsors.

If Collectors have not yet activated their AIR MILES Cash balance, they can do so by following these three easy steps:


Activate: Collectors can activate their AIR MILES Cash balance by setting a preference through or the AIR MILES Mobile App to start earning future reward miles towards their AIR MILES Cash balance.


Earn: Once activation is complete, Collectors can start building their AIR MILES Cash balance so they are ready to redeem instantly at IGA and other participating Sponsors across Canada.


Redeem: Collectors can redeem 95 reward miles from their AIR MILES Cash balance instantly in-store for $10 off their purchase at IGA and participating Sponsors across Canada.

Learn more about AIR MILES Cash by visiting

About IGA
IGA is the largest group of independent grocers in Canada and has been established in Quebec since 1953. The 280 IGA merchants are constantly seeking new ways to better serve their customers. The banner IGA includes IGA, IGA extra, IGA express and IGA mini. IGA is the only group of food retailers that offers customers the opportunity to accumulate AIR MILES® reward miles.

About the AIR MILES Reward Program
Founded in 1992, the AIR MILES Reward Program is Canada's premier coalition loyalty program with more than 10 million active Collector accounts, representing approximately two-thirds of all Canadian households. The AIR MILES Reward Program allows Collectors to earn reward miles simply by doing their everyday shopping at more than 240 leading brand-name Sponsors, representing thousands of retail and service locations across Canada and leading global brands online. The AIR MILES Reward Program also allows Collectors to indulge in more than 1,200 leisure, entertainment, merchandise, travel and a range of accredited, environmentally-friendly lifestyle rewards. With AIR MILES Cash, Collectors can also have the flexibility to instantly redeem their AIR MILES reward miles in-store towards many every day and high value purchases like gas, grocery, drug store items and home improvement purchases at participating Sponsors.


For further information: Emmanuelle Salesse, Capital-Image,, 514-739-1188 ext. 223; Laurie Fossat, Sobeys Québec,, 514-324-1010 ext. 2158

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