Highly regarded in marketing circles as a brand builder, Brossard knows that some might see the coalition model as a potential source of dilution. But as he explains it, “I just see so many advantages in getting that kaleidoscopic view of the customer” as part of the AIR MILES program. “For me it’s the best way to selectively target people who are not yet our customers and have a dialogue with them.”

What’s more for Brossard is the opportunity to pool resources with a category leader. “It’s very difficult for any homegrown loyalty program to build the trust and equity that the AIR MILES people have built.”