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The Air Miles Reward Program in Canada has announced options bringing more flexibility and choice to its collectors with a new way to redeem called 'Air Miles Cash' offering Can$10 or more worth of value at participating Reward Partners. This article is copyright 2014 The Best Customer Guide.

Extending the Air Miles Cash in-store facility launched two years previously, Air Miles members can now go online to redeem reward miles in the Air Miles Cash balance of their account for electronic vouchers for use with reward partner merchants.

Air Miles collectors with 95 reward miles or more in their Air Miles Cash balance can use these eVouchers with partners such as: Cineplex Entertainment; FanXchange; Hailo (The Taxi App); IRIS; The Visual Group; and iTunes, among others.

The online redemption option provides collectors with a new way to use their reward miles for the things they want most. In particular the Millennials among them will also enjoy redeeming their reward miles for a bag of popcorn and an evening at the movies, or of course a responsible taxi ride home after a night on the town.

"Already 2 million Air Miles collectors are enjoying the Air Miles Cash feature, and we anticipate that with the launch of the eVoucher option, even more will see the benefit of the programme," said Andy Wright, president for the Air Miles Reward Program. "Not only do we have several new reward partners to choose from but now there's no waiting for a reward to arrive in the mail; Members can print it immediately, use it online, or even share it in real time with family and friends."

After redeeming, members receive an email containing instructions on how to use the reward (this varies by reward partner). The email includes either a printable eVoucher that can be used in-store at a retail location, a code that can be used online, or the option to load the reward onto the reward partner's gift card platform.

To take part, collectors can set their points preference via the Air Miles web site. This preference will then allocate all future earned reward miles between two balances in their account - Air Miles Cash and Air Miles Dream - in the proportions specified by the collector. They can then shop as usual at more than 240 online and retail partners, covering thousands of locations throughout Canada, to earn reward miles and build their balances.

Founded in 1992, Air Miles Canada now claims more than 10 million active collector accounts, representing approximately two-thirds of all Canadian households. The programme allows collectors to indulge in more than 1,200 leisure, entertainment, merchandise, travel rewards and a range of accredited, environmentally-friendly lifestyle rewards.