I wonder if it will actually change purchasing behaviour too much. Do people really choose a store because of the specific reward program, or do they just care if it *has* a reward program?
For instance, More Rewards has a very low rate of return compared to most reward programs, but people still shop at Save-On-Foods and happily carry More Rewards cards.
Having said that, I've done well with Air Miles and will likely make fewer trips to Thrifty than before. They have good stuff, but high prices. They've been my second choice supermarket but when they had a good Air Miles offer on it was worthwhile making a trip. Having an Air Miles Mastercard helped - occasionally BMO would have offers that made shopping at Thrifty very worthwhile in conjunction with the Mastercard, as well as some of the Air Miles program promotions that involved multiple partners. I'm sure some of that will exist with Scene, but I have nothing currently in that ecosystem. I don't bank with Scotia, rarely go to Cineplex, I don't think they have a gas partner, etc. I tend to think that I don't represent the average consumer, though.
For what it's worth, Air Miles can now be collected at Save-On-Foods & QF in a limited way. If you have a linked Mastercard through the AIR MILES Card Linked Offers (airmilescardlink.ca) program, you earn 50 Air Miles on purchases of $100 or more. That's in addition to More Rewards points that you get at the register. But if your shops are under $100, no miles.