Loblaws takes PC Plus Canada-wide

Loblaw Companies Limited is going national with it its new smartphone-friendly PC Plus rewards program. Loblaw initially introduced PC Plus in May at 44 stores in Ontario only. Now it’s expanding the fully digital program to Real Canadian Superstores and other select Loblaw banner stores across Canada. At the heart of the new rewards program […]

Loblaw Companies Limited is going national with it its new smartphone-friendly PC Plus rewards program.

Loblaw initially introduced PC Plus in May at 44 stores in Ontario only. Now it’s expanding the fully digital program to Real Canadian Superstores and other select Loblaw banner stores across Canada.

At the heart of the new rewards program is the PC Plus app. Rather than a simple plastic card for the wallet (that’s available, too), the app helps members collect points, but it also tracks shopping patterns. Through algorithms that analyze previous purchase behaviour, it can anticipate what members are going to buy and send related weekly promotional offers right to their phone (or e-mail if they prefer).

As Loblaw collects data, the store will be able to better anticipate a customer’s needs. If, for instance, they buy Cascade dishwasher detergent every four weeks, then in the third week they might receive a discount offer.

“We’re excited to be able to provide Canadians with a new way to earn points towards dollars off their total purchase with the launch of the PC Plus reward program,” Uwe Stueckmann, senior vice-president of marketing at Loblaw Companies Limited, said in a release. “This unique rewards program helps families earn points on the items they buy most often and making shopping more convenient than ever, with tools like menu planners and shopping lists.”

The national launch of PC Plus is being supported by a campaign from agency partner Bensimon Byrne.

Thirty-second spots feature the retailer’s executive chairman and spokesperson Galen Weston greeting PC Plus members at at a personalized store location. For instance, Julie Fernandez is welcomed to “Julie’s Supermarket” where signage highlights her favourite foods and the points each is worth. Weston accompanies Julie through the store, explaining: “It’s kind of like having your very own personalized supermarket.”

The ads stress that in addition to weekly offers, PC Plus members also get personalized dinner suggestions, recipes and shopping lists. “It’s sort of like having your own personal flyer,” says Weston.

Brands Articles

Wake-Ups return after 65-year advertising slumber

A caffeine pill with broad consumer market ambitions

Pickle Barrel shows local food some love

Why the Ontario casual dining brand upped its focus on fresh ingredients

Tourisme Montreal apologizes in advance

The city's 375th birthday celebrations will likely wake the neighbours all year

Baton Rouge introduces revamped restaurant format

Ontario location the first to get new look of 18 planned through 2018

The bear necessities of Freedom’s rebranding

With a new name and mascot, a challenger telco takes a softer approach

Air Miles backtracks on points cancellation plan

LoyaltyOne says legislative 'uncertainty' drove decision

Ethnic retailing is moving from niche to mainstream

Canadian consumers are changing, but too few retailers are paying attention

Telling Canadian writers’ stories

The Juggernaut's series for the Writers Guild of Canada makes the case for our culture

Increased demand drives Grocery Gateway’s growth

Longo's CEO says online grocery shopping has 'come of age'