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Don’t mistake Air Canada’s motivations to retake control of its rewards plan as a sign loyalty programs are failing. Rob Daniel, EVP client leadership at Bond Brand Loyalty, says quite the opposite is true. 
Consumers openly admit that rewards plans affect their behaviour, says Daniel at Bond Brand Loyalty, a company that helps brands optimize their loyalty programs. More than three quarters of consumers say they are more likely to do business with brands because of loyalty programs. Two-thirds of consumers say they modify when and where they make purchases to maximize their loyalty rewards. And nearly 60% will alter how much they spend to maximize points. 
Air Canada’s move to build its own loyalty program could significantly impact loyalty programs in Canada, particularly coalition reward programs, like Aeroplan and Air Miles. These are programs which are often tied to a particular brand but allow you to collect rewards through other channels. Here’s a look at how Air Canada’s decision will affect loyalty programs and what it means for consumers: 
Are consumers suffering from loyalty fatigue?
“Loyalty programs are incredibly effective,” says Daniel…

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