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

Millennial-ized market means Kraft Dinner is now KD

Low-risk name change drives brand update across 27 products

Jaguar Land Rover picks Mint

Toronto shop becomes automaker's first agency of record in 15 years

Toronto yoga junky finds her Flow for online contest

Bottled water brand wraps its social media contest after finding The Chi Junky

Working myself out of a job (Column)

In an ideal world, a good company may not need a PR firm. In reality...

Corby dedicates 50% of digital spend to programmatic

Booze brands make a big shift online with new media and platform partners

Shopify to spend more to grow ahead of holiday season

Despite Q2 loss, revenue nearly doubles from a year ago

Diageo launches Jeremiah Weed in Canada

Brand takes 'irreverent approach' to connect with millennials

Amazon expected to become top U.S. clothing retailer

Will ecommerce giant become the king of clothing in Canada?

Weak dollar not all bad news for retailers (Survey)

Canadians are rethinking their cross-border shopping trips