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AIR MILES Signs Multi-year Renewal With Shell Canada Products

February 03, 2015

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Loyalty Ventures Inc., a leading global provider of data-driven marketing and loyalty solutions, announced LoyaltyOne, its Canadian coalition loyalty business, signed a multi-year renewal with Shell Canada Products, as a national sponsor in the AIR MILES Reward Program. Shell Canada Products is part of Royal Dutch Shell plc, a group of energy and petrochemical companies and has been operating in Canada since 1911. 

A sponsor in the AIR MILES Reward Program since 1993, Shell continues to issue AIR MILES reward miles for automotive fuel purchases made at its Shell-branded retail service locations across Canada. In addition, reward miles are issued for convenience store products and car washes.

The agreement also enables reward miles issuance for commercial transactions, including purchases for other transportation fuels, aviation fuels and home comfort residential products (residential heating oil) and services.

Shell, which was among the first AIR MILES sponsors to launch the program's instant redemption initiative, AIR MILES Cash, in 2012, will continue to promote and offer the reward option at its locations across Canada.  

"In a highly competitive industry, Shell's early partnership with the AIR MILES Reward Program fundamentally changed the consumer retail fuel business in Canada," said Bryan Pearson, president of LoyaltyOne, owner and operator of the AIR MILES Reward Program. "More than 20 years later, we continue to see growth in this high-frequency category, using data and customer insights to help drive our sponsors' business objectives."

The AIR MILES Reward Program is Canada's premier coalition loyalty program, with more than 10 million active Collector accounts representing approximately two-thirds of all Canadian households. AIR MILES collectors earn reward miles at hundreds of leading brand-name sponsors representing thousands of retail and service locations across Canada. AIR MILES reward miles can be redeemed for more than 1,200 different rewards, such as travel, movie passes, entertainment attractions, and electronic merchandise. The AIR MILES Cash feature option enables collectors who opt-in the flexibility to instantly redeem their AIR MILES reward miles from their AIR MILES Cash balance in-store towards their purchases at participating Sponsors.

About Shell Canada

Shell has been operating in Canada since 1911. A leading manufacturer, distributor and marketer of refined petroleum products, Shell produces natural gas, natural gas liquids and bitumen, and is Canada's largest producer of sulphur. Shell is one of Canada's Oil Sands developers and operates the Athabasca Oil Sands Project on behalf of the joint venture partners.

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