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Why Air Miles needs more than just a new owner to appeal to customers

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For the millions of Canadians with an Air Miles account, the news that Bank of Montreal wants to buy the rewards program from its financially troubled parent company may have eased worries that the dream of a free flight was dead.

But the baggage that has led the program to skid off the runway after more than 30 years in Canada could still pose problems for the program and its collectors.

In court filings relating to the parent company’s bankruptcy proceedings in the United States, Air Miles said it has more than 10 million active accounts at this time.

The problem, according to some rewards industry watchers, is that

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