PC Optimum points now available at Esso

PC Optimum members can now collect more points in more place.

Starting Aug. 9, members of the Loblaw-owned loyalty program can earn points at Esso stations across Canada, in addition to participating websites, grocery banners, Mobil gas stations and Shoppers Drug Mart. PC Optimum points replaces Aimia Inc.-operated Aeroplan miles, which was the loyalty program of choice at Imperial's Esso for 14 years.

Members can earn 10 points per litre on fuel and 10 points per dollar spent on eligible convenience and car wash purchases at Esso stations. Registered members will receive personalized offers to help them earn points faster.

"The addition of the Esso and Mobil brands to the program provides a powerful earning opportunity for our members, with more than 4,500 locations across the country now awarding points," said Jim Noteboom, senior vice-president, loyalty, Loblaw Companies Limited, in a press release.

Loblaw announced last November it was merging the Shoppers Optimum and PC Plus loyalty points programs. The Feb. 1 launch of PC Optimum was met with criticism when technical issues prevented members from shifting their points to the new program. And, not long after that, some members complained their accounts had been hacked and their points had been stolen. The company has acknowledged the process was more difficult than anticipated.

During its most-recent earnings call, Loblaw president Sarah Davis said the company’s confidence in the performance of PC Optimum program was  "particularly strong." The program boasts 13.5 million active users and they "are swiping, earning and burning points at a remarkable clip," she said.  "Penetration rates or the per transaction use of loyalty has surpassed 70% in important categories of our business."