Esso drops Aeroplan as it picks up Loblaw’s PC Optimum, Esso Extra to continue

Most loyalty program users feel they aren't getting good value from their programs.
Esso stations won't be issuing Aeroplan Miles after May, 31, according to the Aeroplan website. Global News/File

Aeroplan members will not be able to collect miles directly at Esso gas stations after May 31, the loyalty card program said on Monday via email notification.

The announcement came shortly before Loblaw revealed a deal with Imperial oil on Tuesday morning that will allow PC Optimum card holders to start earning points at more than 1,800 Esso gas stations starting this summer.

READ MORE: Loblaw, Imperial Oil strike deal on PC Optimum points at Esso stations

Asked about whether the change will affect any of Esso’s existing reward programs, Imperial spokesperson Jon Harding told Global News that Esso stations would stop issuing Aeroplan Miles effective June 1.

Aeroplan said it let its members who accumulate miles at Esso stations know on Monday about the change.

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“Exclusive contracts with partners such as Toyota and Home Hardware for bigger purchases are still a key part of our strategy, but next generation of Aeroplan is moving to a model that is less reliant on exclusive contracts and more travel and experience centric; we intend to give members broad choice to earn and redeem,” Aeroplan Christa Pool told Global News via email.

Aimia, the operator of Aeroplan, 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.

In an FAQ section on its website, Aeroplan said members can continue to earn up to 1.5 Aeroplan Miles per $1 spent on gas by using select Aeroplan-affiliated financial cards.

Still, some social media users appeared unimpressed with the recent development.

READ MORE: Loblaw customers upset after company asks for proof of ID for $25 gift card

On the other hand, the Esso Extra loyalty program will continue. Consumers will now have the option to choose to earn Esso Extra points or PC Optimum points on all eligible purchases, Harding told Global News.

Loblaw said  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.

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Registered members may also receive targeted offers.

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.

– With files from the Canadian Press