The Shoppers Optimum Card is a fidelity program that is exclusive to Shoppers Drug Mart and Home Health Care stores. Any customer can apply for one and can then collect points to eventually redeem them in exchange of a credit for almost anything in the store. A customer receives 10 points for every dollar spent at the store. This excludes the purchase of lottery, tobacco products, transit tickets and passes, prescription items, any products containing codeine, Canada Post products and gift cards (except SDM ones). Sometimes, Shoppers Drug Mart organizes special point events where customers receive 20 times the regular points when they spend a certain amount. In 2006, the company introduced Secret Point Events. Optimum Card holders receive in the mail a flyer announcing the secret event prior to the announced date. They bring that flyer in on the secret day to obtain 20 times the regular points. Only online registered card holders receive the flyer. Other drug stores copied Shoppers Drug Mart by adopting their own fidelity program. Shortly after Shoppers Drug Mart introduced the Optimum Card, Rexall PharmaPlus started accepting the Air Miles card (only in Ontario stores).Beginning Fall 2008, SDM began a supplementary program called Shoppers Optimum PLUS where loyal members of the store (defined as those who earned 10,000 regular points in a calendar year) enjoy additional benefits such as special points redemption schemes and more bonus points opportunities.
