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Loblaw launches PC Plus rewards program to No Frills

First discount grocery banner to support a loyalty program in Canada

Loblaw is rolling out its PC Plus rewards program to No Frills stores across Western Canada.

The program was first launched in early 2013 at 44 Loblaws stores in Ontario. With this launch, PC Plus can now be used to collect and redeem points at all Loblaws, Real Canadian Superstores, No Frills and other conventional banners across Canada.

READ: Loblaw rolls out PC Plus rewards program nationally

“This rewards program is custom-made for customers who want value on the items they already buy,” said Uwe Stueckmann, senior-vice president, marketing with Loblaw. “Personalization is a unique driver of the PC Plus program.”

Peter Sklar, a BMO analyst, says the program’s expansion could be a game changer. No Frills will be the first discount grocery banner to support a loyalty program in Canada, he says.

In last quarter’s conference call, Loblaw indicated there were more than six million PC Plus members and more than 40% of total sales were accompanied by a PC Plus card swipe.

READ: Loblaw’s loyalty program aims for the smartphone age

“Management also indicated that PC Plus customers make more trips, shop bigger baskets and shop across more categories,” said Sklar.

On top of data collected from this expanded rewards program, Loblaw also has access to data through their credit card program and now through Shoppers Drug Mart’s Optimum card.

“We’re far away from the time when we can merge these things together, but the potential is there,” said Richard Dufresne, CFO of Loblaw at a conference on Tuesday.

The PC Plus program will be available at the No Frills banner next week.

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