Imperial Oil Updates Esso Extra Loyalty Program

Published in CSP Daily News

Relaunch includes double points promotion, more

CALGARY, Alberta -- Imperial Oil has updated its Esso Extra customer loyalty program with a fresh, modern look and new features that the company said will improve the customer experience and enhance interaction with the program.

Improvements include new promotional materials and a new multifunctional website, www.essoextra.com, which provides customers with information that is tailored to their individual Esso Extra shopping experience and needs. It also offers a reward tracker and new online offers specific to Esso [image-nocss] Extra customers. Customers still have the ability to manage their online accounts and redeem for online rewards.

To celebrate this change, the full network of about 1,850 Esso retail sites across Canada will feature an Esso Extra Double Points promotion from September 27 to November 21, 2010.

Bonus point offers have been available over the years with Esso Extra, but this marks the first time since the program was launched in 1997 that a Double Points bonus will be available on gasoline, car washes and eligible convenience store products.

In addition, customers who visit the website until December 31, 2010, can enter to win one of 10 prizes of 500,000 Esso Extra points, enough Esso Extra points for free gasoline rewards for a year or car washes and lottery tickets for a long time.

"Having a strong customer loyalty offer is critical to ensuring the competitiveness of our Esso retail business," said Simon Smith, vice president and general manager of fuels marketing for Imperial Oil. "Our current loyalty offer provides customers the unique choice of either Esso Extra or Aeroplan programs. Making the investment in Esso Extra at this time only strengthens our competitive position for the long term."

Calgary, Alberta-based Imperial Oil is one of Canada's largest corporations and a leading member of the country's petroleum industry. It is one of the country's largest producers of crude oil and natural gas, is the largest petroleum refiner, and has a leading market share in petroleum products sold through a coast-to-coast supply network of stations.