Loblaw Companies Ltd. and Imperial Oil Ltd. have signed a deal that will allow PC Optimum members to earn points at more than 1,800 Esso gas stations starting this summer.
PC Optimum points replaces Aimia Inc.-operated Aeroplan miles, which was the loyalty program of choice at Esso for 14 years. Aimia notified its members of the change via email on Tuesday. It said it is working on a promotion to earn more miles with existing partners and developing a strategy for how the program will change once the long-term partnership with Air Canada ends in 2020.
Cheryl Kim, Aimia's vice-president corporate reputation and public affairs, said Esso is not a material contributor to Aimia's financial results and won't affect the company's financial guidance or strategy.
"The number of miles you earn on any particular transaction is pretty low so it's really not financially a big deal," she said in an interview.
Loblaw says PC Optimum members will earn 10 points per litre on fuel as well as 10 points per dollar on eligible convenience store purchases and car wash services at Esso stations. Registered members may also receive targeted offers.
READ: Online grocery and loyalty points a focus for Loblaw
The PC Optimum program was launched earlier this year when Loblaw brought together the PC Plus and Shoppers Optimum programs.
The company faced some issues during the merger, with some members complaining online about troubles with the new app and points conversions.
The PC Optimum program is already available at Mobil gas stations.