Irving Oil Joins Air Miles Loyalty Program

Rewards associated with fuels, washes, c-store purchases, more

SAINT JOHN, New Brunswick -- Irving Oil has signed a new long-term agreement with the Canadian loyalty business of Alliance Data Systems Corp., a leading provider of loyalty and marketing solutions derived from transaction-rich data. A co-exclusive agreement, Irving Oil will issue Air Miles reward miles for purchases associated with transportation fuels, automotive products, car and truck washes, convenience store products and home comfort products.

Saint John, New Brunswick-based Irving Oil operates Canada's largest refinery, eight distribution terminals, a fleet of delivery trucks and more than 900 retail locations throughout Eastern Canada and the United States serving wholesale, home heating, commercial and retail customers.

The Air Miles Reward Program is a leading Canadian coalition loyalty program, with approximately two-thirds of Canadian households actively collecting reward miles. Irving Oil joins a coalition of more than 220 leading brand-name sponsors representing thousands of retail and service locations and global online brands. Air Miles reward miles can be redeemed for more than 1,200 different rewards, such as travel, movie passes, entertainment attractions and electronic merchandise.

Irving Oil will begin to offer Air Miles reward miles to customers at its approximately 300 retail locations in Canada's four Atlantic provinces--New Brunswick, Prince Edward Island, Nova Scotia and Newfoundland and Labrador--in a sequenced rollout throughout the summer.

Air Miles Collectors will earn one reward mile for every 20 liters of transportation fuel purchased in a single transaction; one reward mile for every $20 spent on c-store products and car and truck washes in a single transaction; one reward mile for every 30 liters of heating oil or propane sold in a single transaction; and one reward mile for every gigajoule of natural gas sold in a single transaction.

"In the fiercely competitive energy sector, it is of strategic importance to have Irving Oil, one of North America's most respected regional energy and marketing companies join the coalition loyalty program," said Bryan Pearson, president of LoyaltyOne, owner and operator of the Air Miles Reward Program. "This significant addition to our roster of Sponsors in Atlantic Canada further deepens our reach into the high value, high-frequency spend category. And, with its substantial number of locations across all four Atlantic provinces, Irving Oil presents new regional issuance growth and opportunities for the coalition and Air Miles Collectors."

Harry Hadiaris, general manager, Irving Oil Marketing, said, "We're extremely pleased to be partnering with Canada's premier loyalty program, Air Miles, and look forward to a strong partnership well into the future. This great rewards program allows us to better serve our loyal customers who are critical to our ongoing success as a company."

LoyaltyOne designs and implements coalition loyalty programs, customer analytics and loyalty services by leveraging data-driven insights. It is an Alliance Data company.

Alliance Data helps its clients create and increase customer loyalty through solutions that engage millions of customers each day across multiple touchpoints using traditional, digital, mobile and other emerging technologies.

Dallas-based Alliance Data consists of three businesses: Alliance Data Retail Services, a leading provider of marketing-driven credit solutions; Epsilon, a leading provider of multichannel, data-driven technologies and marketing services; and LoyaltyOne, which owns and operates the Air Miles Reward Program.