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TORONTO — Sobeys owner Empire Co. is hurting after alienating customers on two fronts — in addition to trying to woo back disgruntled former Safeway shoppers, it also bore the brunt of being Air Miles’ national grocery partner in the second quarter.

The retailer, which saw its adjusted profits plunge 70 per cent in the period ended Nov. 5, acknowledged Thursday that customer ire over the loyalty program’s recent flip-flop on cancelling its points expiry policy did little to help its wounded business. The company’s share price fell 17 per cent to close at just above $15.50 Thursday.

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“Clearly the negative press that our partner has had on the program, considering that we have that program coast-to-coast, wasn’t positive, for sure, on our customer,” François Vimard, Empire’s interim chief executive officer, told a morning conference call with analysts.

“Our customers were not happy with how our partner managed that relationship with them, and it did affect us directly. We are working with Air Miles to recreate a positive momentum in that program, which is critical for us. And we hope that LoyaltyOne, as a partner, will take the necessary steps to ensure that our customers see that as a positive program more than ever.”