The Decibel Why your loyalty points don’t go as far as they used to
Dec 16, 2025
Vass Bednar, Managing Director of the Canadian SHIELD Institute and a policy expert, dives into the intriguing world of loyalty rewards programs. He discusses how these programs have shifted from simple stamp systems to complex ecosystems that often leave customers feeling shortchanged. Vass reveals the risks consumers face when trading data for points and why companies benefit from them. He also shares essential tips for consumers on maximizing their rewards and the importance of redeeming points rather than hoarding them.
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Points Felt Like Real Wealth
- Vass Bednar joked she once considered bequeathing her loyalty points when she made her will, treating them like real value.
- She also recounted merging PC Optimum accounts with her then-fiancé as a relationship milestone.
From Stamps To Surveillance
- Loyalty programs shifted from simple volume-based rewards to personalized, closed ecosystems that track users.
- That personalization makes household pooling harder and increases companies' knowledge about customers.
Loyalty Enables Personalized Pricing
- Companies use loyalty programs to increase purchase frequency and spend by hooking customers with tailored offers.
- These programs enable personalized pricing and potential price discrimination against those who don't sign up.