Scene+ originated as a simple loyalty program offering complimentary movies and popcorn at Cineplex. Over the years, it has transformed into a comprehensive rewards network encompassing various sectors, including groceries, fuel, travel, dining, and home improvement. In a short period, Scene+ has evolved from a niche program into a major contender that is taking on some of Canada’s leading loyalty initiatives.
From modest origins to a coalition powerhouse
Established in 2007, SCENE began as Cineplex’s loyalty initiative, delivering significant value right from its inception through free movie redemptions, upgrades to premium screenings like 3D, and discounts on snacks.
The narrative shifted when Scotiabank partnered with the program, merging SCENE with Scotia Rewards to create Scene+. Initially, this collaboration raised eyebrows, but it became clear when Empire Company Limited, the parent company of Sobeys, FreshCo, IGA, Foodland, and Safeway, came on board as a co-owner; it signaled a pivot towards a more expansive loyalty coalition.
Since that time, Scene+ has gradually broadened its network of partners, adding more spots to earn and redeem points, which includes retailers such as Home Hardware, The Rec Room, Harvey’s, Swiss Chalet, among others. While not all these brands boast national recognition, a larger partner base is always advantageous.
Scene+ members can also gather points by booking hotel stays and car rentals through Scene+ Travel, powered by Expedia, which enhances the platform’s reward-earning potential.
In a recent development, Shell became Scene+’s latest partner, launching in Alberta earlier this year, with a full national rollout slated for May 26. This addition is a significant achievement for Scene+, establishing it as a coast-to-coast gas partner and enabling drivers to maximize their rewards and savings at the pump.
By linking an eligible Tangerine or Scotiabank credit card to a Shell Go+ account, members can instantly enjoy a 3-cent discount per litre when paying at Shell stations. If choosing Shell V-Power, an additional 4-cent discount per litre can be applied. Furthermore, members can earn 3 cents per litre in Scene+ points with Shell V-Power transactions, totaling potential savings of up to 10 cents per litre.
Additionally, members with a CAA membership receive an extra 3 cents off per litre, allowing for a cumulative discount of up to 13 cents when refueling at Shell, which is remarkable.
Enhancing their credit card offerings
Points collectors might find it intriguing that Scotiabank provides some of the most undervalued credit card options in Canada.
The Scotiabank Passport Visa Infinite Card stands out as the only major bank credit card in the country that does not impose foreign transaction fees, which are typically an additional 2.5% fee on purchases made in currencies other than Canadian dollars.
Upon its launch, it was anticipated that other major banks would follow suit with similar no-foreign transaction fee offerings, but this did not come to pass. Although points enthusiasts may overlook the Scotiabank Passport Visa Infinite due to its modest earning potential, it often includes a first-year annual fee waiver and a low minimum spend requirement to access the welcome bonus.
The Scotiabank Gold American Express also deserves attention, providing 6 Scene+ points for every dollar spent at Empire grocery stores, 5 points at other grocery stores, dining, and entertainment sectors, 3 points on gas, transit, and streaming, and 1 point on all other purchases.
While some might consider it a lesser alternative to the Amex Cobalt, it features a lower threshold for the welcome bonus and does not include the once-per-lifetime application rule typical of American Express.
Areas for enhancement
Although Scene+ has progressed significantly in the loyalty market, there remains room for further enhancements.
Programs like American Express Membership Rewards and RBC Avion consistently outpace Scene+ due to their expansive array of transfer partners. Depending on the loyalty program, points can be transferred to various airlines and hotel chains such as Aeroplan, Flying Blue, Marriott Bonvoy, Hilton Honors, WestJet Rewards, or British Airways Avios, offering greater flexibility and potential value.
It seems unlikely that Scene+ will establish exclusive airline or hotel transfer partnerships; however, cardholders can redeem their points for any travel expenses charged on their credit card. This feature is valuable as booking directly allows travelers to accrue loyalty points and retain any perks associated with hotel or airline statuses, which are generally forfeited when using third-party platforms like Expedia.
A challenge for Scene+ is that its points generally offer average value, with most redemptions yielding around 1 cent per point. Previously popular redemptions like premium movie screenings have been converted to flat monetary values. While it may seem trivial, loyalty programs benefit from providing specific opportunities for enhanced value that ensure members feel rewarded.
This is especially relevant given the performance of PC Optimum, Scene+’s main competitor, which frequently offers up to 50% more value during bonus redemption periods at Shoppers Drug Mart.
Concluding Thoughts
In spite of its shortcomings, Scene+ continues to offer substantial everyday value for many Canadians. While it may not provide the standout redemptions seen in certain travel or banking loyalty programs, one could argue that it has caught up to, and in some instances exceeded, PC Optimum in the realm of retail loyalty.