Loyalty company Air Miles has launched a new program called Air Miles Cash. Customers of the company will be able to immediately redeem collected loyalty points at participating retailers, beginning in March. Participating retailers at launch include Shell, Rona, Totem, Rexall, Metro, Jean Coutu and Reno Depot. "The ability to redeem instantly is something our collectors have been asking for and we're happy we can now make it even easier for them to get the most out of their reward miles," said Neil Everett, chief marketing officer at Air Miles. "We are now the only loyalty program in Canada that provides the option to redeem instantly on everyday purchases from a variety of participating retailers across multiple categories."