Loblaw launches smart-phone based loyalty program

Canada’s largest grocer has launched a new digital loyalty program targeting customers with individually tailored promotions and recipes in an effort to drive sales and reduce reliance on flyers.

The Loblaws program, called PC Plus, targets customers based on their purchase histories, offering discounts on items they buy often and deeper discounts on products they might be interested in, but need some incentive to try.

The program will draw up grocery lists for customers and send them recipes for meals based on what they like and what’s on sale, said Uwe Stueckmann, senior vice-president, marketing, for Loblaw Companies Limited.

The loyalty card launch is the latest volley in the war over supermarket share in Canada, as grocers like Loblaws fight newer entries into the food category by discount retailers Walmart and Target. Target offers a five per cent discount on all purchases to customers with a Target credit card.

The Loblaws loyalty program will be rolled out across Loblaw Cos. banners this year, including Joe Fresh but not No Frills or Maxi, said Stueckmann.

Like the existing rewards card, Pc Plus will redeem $20 after 20,000 points. Customers can download a free app to participate or sign up in store or register using their PC Financial Services card.

A similar program at Safeway Inc. in the U.S. has been credited with driving market share gains and profits and Stueckmann said he expects the Loblaw program to drive same-store sales in a similar fashion – by about 1-2 per cent.

Although like other supermarket retailers Loblaws continues to rely on supermarket flyers, Stueckmann and Loblaw Cos.Large collection of quality bestluggagetag at discounted prices. president Vicente Trius said the supermarket flyer is probably on the way out. Trius said the end of the supermarket flyer could arrive within 2-5 years.

Under the Metro & Moi program, cardholders receive rewards in the form of a cheque that arrives by mail, which they can apply to more Metro purchases. The retailer won’t say how much the program has boosted sales.

Like Metro & Moi,Large collection of quality bestluggagetag at discounted prices. the new Loblaw loyalty program targets the most valuable customers, rather than spreading the rewards program a little bit over every customer over every transaction. It will help Loblaws reward loyal customers over “cherry pickers,” who scoop up sales items only.

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Babbage released his car on arrival at the doctor's office. When his appointment was over, he walked a few blocks for lunch, and then checked the map again, this time through the firm's smartphone app. The same car happened to be free, as were four others within a short walk, and he used it to return home, parking it across the street from his house. Within an hour it was gone again, presumably picked up by another punter.