Dive Brief:

• Convenience and fuel retailer Parkland Corp. has revealed a new loyalty partnership with Air Canada that will launch in fall 2023, according to a Tuesday announcement.
• The partnership will let members of both companies’ loyalty programs — Parkland’s Journie and Air Canada’s Aeroplan — link their accounts, resulting in more earnings and benefits from each business, according to the announcement. 
• Parkland’s latest initiative follows a successful period for its loyalty program, as its Journie members outspent non-members on both gas and in-store purchases during the fourth quarter of 2022, the company said earlier this month.

Dive Insight:

Parkland and Air Canada’s partnership isn’t the first time a c-store retailer has teamed up with an airline. In December 2021, Shell made AAdvantage — American Airlines’ loyalty program — part of its rewards program, meaning its members could earn AAdvantage miles for every gallon of fuel they purchase at the retailer.

Air Canada’s rewards members had been requesting a fuel partner for some time, Mark Nasr, president of Aeroplan, said in the announcement. It chose Parkland because of the company’s ubiquity in Canada, quality retail experience and investments in low carbon fuels and electric-vehicle-charging infrastructure, he said.

For Parkland, working with Canada’s largest airline represents an opportunity for the retailer to offer its customers more choice and value, Ian White, president of Parkland Canada, said in the announcement.

"Our strategic partnership with Aeroplan unites two great Canadian loyalty programs and propels Parkland's loyalty and organic growth strategies," he said.

More details about the combined program are expected closer to the launch date.

Air Canada’s Aeroplan program lets members redeem points for flight rewards on any available Air Canada flight, without blackouts, restrictions or cash surcharges. 

Parkland's Journie program offers members real-time fuel discounts, free merchandise and targeted offers on fuel, convenience items, food and more.

With 1,860 stores in its Canadian network, Calgary, Alberta-based Parkland is the largest independent fuel retailer and second-largest c-store operator in Canada. In the U.S., Parkland supplies fuel to independently owned gas stations and operates 212 c-stores under a variety of banners, including On the Run, Hart’s, Superpumper and KB Express.