Esso moves on from Aeroplan, switches loyalty program to PC Optimum


Aeroplan faithfulness card members will not be able to directly earn miles at Esso gas levels effective June 1 as Imperial Oil Ltd. shifts its relationship to Loblaw Companies Ltd.

The dependability card program notified members of the change to its 14-year partnership in an email.

It famous that 1.5 miles for every dollar spent will prolong to be earned when using Aeroplan-affiliated credit cards for purchases at any retailer, counting Esso.

Direct miles will continue to be earned at more than 75 cohort brands, including Home Hardware, Toyota,, Avis and Marriott hotels.

Aimia, the administrator of Aeroplan, said it is working on a promotion to earn more miles with abiding partners and developing a strategy for how the program will change once the long-term partnership with Air Canada stops in 2020

Cheryl Kim, Aimia’s vice-president corporate reputation and public affairs, about Esso is not a material contributor to Aimia’s financial results and won’t affect the throng’s financial guidance or strategy.

“The number of miles you earn on any particular arrangement is pretty low so it’s really not financially a big deal,” she said in an interview.

Drew McReynolds of RBC Control Securities said Esso accounts for an undisclosed fraction of the 10 to 12 per cent great billings from non-financial and non-Air Canada partners.

However, the least financial impact doesn’t convey the overall effect on Aeroplan as it prepares for the departure of Air Canada.

“The optics of any hoard partner defections between now and 2020 are negative in our view, making new Aeroplan husband announcements between now and 2020 that much more critical to prevail over changes in member behaviour,” he wrote in a report.

Loblaw Imperial Oil presaged Tuesday they have signed a deal that will countenance PC Optimum members to earn points at more than 1,800 Esso gas locations starting this summer.

The company said members will pull down 10 points per litre on fuel as well as 10 points per dollar on worthy convenience store purchases and car wash services at Esso stations.

Registered associates may also receive targeted offers.

The PC Optimum program was launched earlier this year when Loblaw resuscitated together the PC Plus and Shoppers Optimum programs.

The company faced some announces during the merger, with some members complaining online round troubles with the new app and points conversions.

The PC Optimum program is already nearby at Mobil gas stations.

On the Toronto Stock Exchange, Aimia’s shares proceeded nearly four per cent at $1.60 in morning trading.

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