Loblaw de­buts fee-based cus­tomer loy­alty pro­gram

Winnipeg Free Press - - BUSINESS -

FOR $99 a year, cus­tomers can sub­scribe to a loy­alty pro­gram with ad­van­tages like free “click and col­lect” gro­cery shop­ping at Loblaw stores, in­clud­ing Superstore.

Loblaw rolled out its new sub­scrip­tion plan on Fri­day, de­signed af­ter the suc­cess­ful Ama­zon Prime pro­gram.

The sub­scrip­tion pro­gram was in­tro­duced last year as an in­vi­ta­tion-only of­fer of re­wards and e-com­merce ben­e­fits to se­lect PC Op­ti­mum mem­bers who were also PC Fi­nan­cial MasterCard card­hold­ers.

The re­sponse sur­prised Loblaw —

25,000 peo­ple took out sub­scrip­tions — and it has now opened the pro­gram to all 16 mil­lion mem­bers who use PC Op­ti­mum, its free re­wards pro­gram.

Mem­bers can ei­ther sub­scribe for

$9.99 per month or $99 an­nu­ally. Ser­vices of­fered to sub­scribers in­clude:

● Free PC Ex­press e-com­merce gro­cery pickup (worth up to $260 an­nu­ally for a weekly shop­per).

● Free ship­ping from shop­pers­drug­mart.ca and joe­fresh.com (worth up to

$92 an­nu­ally for a monthly shop­per).

● An ex­tra 20 per cent back in PC Op­ti­mum points on all brands of baby di­a­pers and for­mula.

● An ex­tra 20 per cent back in PC Op­ti­mum points on all pur­chases of PC Or­gan­ics prod­ucts, PC Black La­bel Col­lec­tion prod­ucts, Joe Fresh prod­ucts in­clud­ing those from joe­fresh.com, and lux­ury beauty items pur­chased on­line at shop­pers­drug­mart. ca.

● A sur­prise home-de­liv­ered box of “our favourite cu­rated Pres­i­dent’s Choice items.”

● A $99 travel credit an­nu­ally, for el­i­gi­ble PC travel ser­vices book­ings.

“This launch is a big op­por­tu­nity for our most loyal cus­tomers, as the more they use the sub­scrip­tion the more they will save and earn,” Loblaw pres­i­dent Sarah Davis said in a pre­pared state­ment.

“PC Op­ti­mum loy­alty points are al­ready in the wallet of 16 mil­lion Cana­di­ans, and this is a new op­por­tu­nity for mem­bers who want to take their loy­alty ben­e­fits to the next level.”

Over the last year, ini­tial PC In­sid­ers mem­bers have on av­er­age re­ceived ben­e­fits that are more than twice the value of the sub­scrip­tion costs, with some earn­ing many times the price, the com­pany said.

The com­pany used feed­back from ini­tial mem­bers to evolve pro­gram of­fers, tai­lor­ing its re­wards.

It ex­pects the pro­gram will con­tinue to evolve and grow.

SUP­PLIED

Loblaw’s new cus­tomer-loy­alty pro­gram is open to all 16 mil­lion PC Op­ti­mum card­hold­ers.

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