MONTREAL – Aeroplan loyalty card members will not be able to directly earn miles at Esso gas stations effective June 1 as Imperial Oil Ltd. shifts its relationship to Loblaw Companies Ltd.
The loyalty card program notified members of the change to its 14-year partnership in an email.
It noted that 1.5 miles for every dollar spent will continue to be earned when using Aeroplan-affiliated credit cards for purchases at any retailer, including Esso.
Direct miles will continue to be earned at more than 75 partner brands, including Home Hardware, Toyota, Costco.ca, Avis and Marriott hotels.
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
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.
Drew McReynolds of RBC Dominion Securities said Esso accounts for an undisclosed fraction of the 10 to 12 per cent gross billings from non-financial and non-Air Canada partners.
However, the minimal financial impact doesn’t convey the overall effect on Aeroplan as it prepares for the departure