Loblaw Optimum and Esso

Loblaw is expanding its PC Optimum loyalty program to enable users to earn points at Esso gas stations.

The deal will launch this summer at more than 1800 Esso stations, enabling users to earn 10 points per litre of fuel and 10 points per dollar on store and car wash purchases. Registered members may also receive targeted offers.

This represents Loblaw’s first foray into “coalition programs,” said Robert Levy, president of BrandSpark International, in an email exchange on Global News.

“I think the link between PC Optimum and Esso could be a big game-changer, changing the dynamics of consumer loyalty in Canada since this would challenge loyalty programs like Air Miles and Aeroplan whose core business is the loyalty program and their source of revenue is only from selling their points,” Levy said.

Aeroplan has already felt the pain; PC Optimum is replacing it at Esso stations.

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