Customers can now earn AIR MILES reward miles and redeem with AIR MILES cash at Sobeys, IGA and Sobeys Liquor stores in Western Canada

EDMONTON, Sept. 12, 2014 /CNW/ - As of September 12, customers can start earning  AIR MILES® reward miles in store at Sobeys, IGA and Sobeys Liquor locations in British Columbia, Alberta, Saskatchewan, Manitoba and Red Lake, Ontario.

"We're excited to bring the AIR MILES Reward Program to our banners in Western Canada and provide our customers with great benefits and rewards for shopping in our stores," said Sam Bartucci, General Manager for Sobeys West. "We know how successful this program has been for us in other markets in Canada, and we truly see this as something that sets us apart from the competition."

The Club Sobeys program in the West is being replaced with the AIR MILES Reward Program. Customers can now start earning and redeeming towards more than 1,200 rewards options, including the instant redemption feature, AIR MILES Cash. Customers will no longer be able to redeem Club Sobeys points in store but have until December 1, 2014, to redeem online or convert their points to AIR MILES reward miles.

"We have lots of activities planned in our stores in the coming weeks and months, and we look forward to engaging with our customers directly as we launch AIR MILES," added Bartucci. "This is an exciting time for us, and in particular for our IGA customers, who for the first time can be part of a loyalty program and earn rewards while shopping with us."

Similar to other AIR MILES coalition partners, Sobeys will offer one reward mile for every $20 spent. Collectors who have activated their AIR MILES Cash balance, and have accumulated 95 reward miles, will have the ability to redeem $10 at the check-out toward their purchases at Sobeys, IGA and Sobeys Liquor stores in Western Canada.

The AIR MILES Reward Program also recently launched at Thrifty Foods and Edgemont Market in British Columbia on September 10, 2014, and continues to be offered at Safeway and Safeway Wine and Spirits stores across the West and a small number of locations in Northwestern Ontario.

Sobeys and LoyaltyOne Co. announced the long-term agreement to expand the AIR MILES partnership to Western Canada on June 24, 2014.

About Sobeys Inc.
Proudly Canadian, with headquarters in Stellarton, Nova Scotia, Sobeys has been serving the food shopping needs of Canadians for 107 years. A wholly-owned subsidiary of Empire Company Limited (TSX:EMP.A), Sobeys owns or franchises approximately 1,500 stores in all 10 provinces under retail banners that include Sobeys, Safeway, IGA, Foodland, FreshCo, Thrifty Foods, and Lawton's Drug Stores as well as more than 330 retail fuel locations. Sobeys and its franchise affiliates employ more than 125,000 people. The company's purpose is to help Canadians Eat Better, Feel Better and Do Better. More information on Sobeys Inc. can be found at www.sobeyscorporate.com

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 also have the flexibility to instantly redeem their AIR MILES reward miles in-store or online towards a variety of every day and high value purchases like gas, grocery, dining, drug store items and home improvement purchases at participating Sponsors.

Image with caption: "Sobeys Inc. Logo (CNW Group/Sobeys West)". Image available at: http://photos.newswire.ca/images/download/20140912_C1735_PHOTO_EN_5529.jpg

Image with caption: "AIR MILES Logo (CNW Group/Sobeys West)". Image available at: http://photos.newswire.ca/images/download/20140912_C1735_PHOTO_EN_5530.jpg

SOURCE: Sobeys West

For further information: Keri Scobie, Communications, Sobeys West, 780-486-8576, keri.scobie@sobeys.com; AIR MILES Reward Program, Media Office: 416-552-2352, mediaoffice@loyalty.com

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