SAQ loyalty and recommendation service starts today

The new loyalty programbyQuebec's liquor board starts today.

SAQ Inspireis more of a recommendation service than the usual point-based loyalty programoffered by other retailers, although points are part of the equation.

For every dollar spent, a member gets five points. Once 1,000 points are accumulated, a member can get a $1 discount.

In other words, spend $200 for a $1 rebate.

• SAQ's monopoly challenged by Robillard commission, Radio-Canada learns
• SAQ defends monopoly on liquor sales in face of Robillard report

There are also promotional bonus points for some products. For example, buying Quebec products will net five times as many points from Oct. 8 to 11.

However, the main goal of the program is to track customers' shopping habits and send them targeted recommendations, dealsor notices of events such astastingsand cooking classes.

Mark-up more than 100 per cent

The Socit des alcools du Qubec(SAQ) has been a state-run monopoly on alcohol salessince 1921.

In late August,Lucienne Robillard, the head of Quebec's budget review committee, recommended the monopoly be opened up to competition. Her report criticized the SAQfor being costly and inefficient.

The SAQ responded that it hassuccessfully reducedoperating costs over the years.

The agencyis often criticized for its highprices.

The markups on itsproducts exceed100 per cent.

For example, on a $16.20 bottle of wine, the SAQ paid $5.44 to the supplier andadded a $7.34 markup, according to the 2014 annual report. The rest of the cost to consumers goes tosales and excise taxes.