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

Your Marketing newsletters are changing

The Marketing Morning Filter is ending, but other newsletters are set to return

The List: North Strategic’s very big year

Prior to being picked up by MSLGroup, the PR shop brought in 15 new client wins

The biggest stories in Canadian marketing: 2016

A look back at the most read and shared news items from MarketingMag.ca

Media Profile teams with global PR group

PRGN welcomes Toronto agency as first Canadian partner

Stereo+ unveils brand overhaul from Lg2boutique

How to to introduce a 35-year-old chain to younger shoppers

The List: Wattpad’s evolving influence

The first of our selections for the biggest newsmakers of 2016

Sears Canada takes a gamble on groceries

Losses more than double in Q3 report, but food markets set to arrive

Big opportunities await in the new age of CSR (column)

Overwhelmed consumers want to outsource their consciences, but it requires deep trust

Mintel predicts packaging trends for 2017

Research firm says intelligent, experiential packaging will lead consumer experiences