Loblaw opens up fee-based loyalty program

The retail giant's $99-per-year PC Insiders program, which started as a pilot last year, is now open to all PC Optimum members

Loblaw is now opening up its PC Insiders subscription-based loyalty program to all 16 million of its PC Optimum loyalty members. A Financial Post report is referring to it as an “Amazon Prime-style loyalty program.”

PC Insiders was originally launched last year as an “invitation only” pilot project, offering exclusive rewards and e-commerce benefits for select PC Optimum members who were also PC Financial Mastercard cardholders. For a subscription fee, members were offered major rewards along with free pick-up and delivery on most of Loblaw's nationwide e-commerce sites.

"What started as a small test quickly ballooned, drawing more subscribers than we imagined, and a long waiting list. Today that wait is over, with an open invitation to customers nationwide," said Sarah Davis, president of Loblaw Companies Limited, in a release.

For the $99 annual subscription fee (or $9.99 per month), PC Insiders members get free PC Express e-commerce grocery pickup; free shipping for purchases from and; an extra 20% back in PC Optimum points on all brands of baby diapers and formula; an extra 20% back in PC Optimum points on all purchases of PC Organics products, PC Black Label Collection products, Joe Fresh products including those from, and luxury beauty items purchased online at; a “surprise” home-delivered box of curated President's Choice items; and 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," said Davis.