Loblaw opens up fee-based loyalty program

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 shoppersdrugmart.ca and joefresh.com; 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 joefresh.com, and luxury beauty items purchased online at shoppersdrugmart.ca; 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.