Houston defends changes to loyalty program that Opposition calls ‘laughably stupid’

Nova Scotia Loyal will see shoppers earn bonus Scene+, Air Miles points one week a month from Sobeys, NSLC

Taryn Grant · CBC News 

A rewards program for local products launched this week is significantly different from the one Premier Tim Houston pitched on the campaign trail three years ago, but he says the concept “remains well intact.”

Through Nova Scotia Loyal, shoppers can get bonus Scene+ points at Sobeys stores one week a month, and bonus Air Miles at the Nova Scotia Liquor Corporation, when they buy local goods.

Nova Scotia Premier Tim Houston says he modified the loyalty program he pitched three years ago after hearing from Nova Scotians. (Andrew Vaughan/The Canadian Press)

On the campaign trail in 2021, the PCs promised to create a unique loyalty card that would earn points to be redeemed for government services such as licence renewals.

‘We listened to Nova Scotians’

Houston said that plan changed following a public survey that found 70 per cent of Nova Scotians are active users of existing rewards programs.

“They just said it would be easier for them to be loyal to Nova Scotia products if we did it in the way that was consistent with how they were already behaving, but give them more information about the products and stuff,” Houston told reporters Thursday following a cabinet meeting.

“Did we modify the course we were taking a little bit because we listened to Nova Scotians? Of course.”

Houston said the program remains a “work in progress.”

‘Disappointing and gimmicky’

Opposition politicians are sharply criticizing the program for its limited scope.

Liberal Leader Zach Churchill called it “laughably stupid.”

“Like, honest to God … they’ve spent $6 million on this so one week a month, people who manage to find local products in Sobeys can get 50 cents worth of Scene points. Like, are you kidding me, $6 million for this? And it took him three years to come up with this plan.”

Economic Development Minister Susan Corkum-Greek says the Nova Scotia Loyal program could expand to other retailers. (CBC)

The rewards program is one of four branches of Nova Scotia Loyal, which together have a $6-million budget. The other three pieces are: branding for retailers to feature local products, vouchers for farmers’ markets that have been handed out to school children, and a new procurement policy that favours local businesses.

NDP Leader Claudia Chender said Nova Scotia Loyal “is one of the more disappointing and gimmicky campaign promises, as it were, that we’ve seen come to life from this government.”

Chender pointed out that many people are struggling to put food on the table, many farmers are in dire circumstances, and large, national grocery chains are posting record profits.

“The program that is supposed to incentivize us to buy local and to support our local industry is in fact incentivizing the profits of a national grocery chain,” she said.

Sobeys was awarded a $950,000 sole-source contract for its partnership with Nova Scotia Loyal.

Could expand to other retailers

Economic Development Minister Susan Corkum-Greek said other retailers were consulted in the development of Nova Scotia Loyal, including Loblaws, Costco, Walmart and other unnamed “small independent grocers.”

She said the chosen format for the rewards program isn’t compatible with Costco and Walmart because they don’t have loyalty cards, but the province is continuing to talk to Loblaws about expanding into its stores.

“But critically, in any of these collaborations, we will be looking for obviously an increase in sales of these identified Nova Scotia made and grown products,” she said.