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.