Loblaw's loyalty lessons

Peter Lewis, the senior director of customer analytics and loyalty for Loblaws, shared the retailer's loyalty lessons learned at the National Retail Federation's BIG Show in New York recently.

The grocer launched its PC Plus program last year.

READ: Loblaw rolls out PC Plus rewards program nationally

Lewis said the key is to stay focused on your target audience. He said in a report that prior to launching its loyalty program, the grocer had only 55-65% of its best customers' wallet share.

The consistency of website and app to the program is important he said, as well as making the sign-up decision "easy and free". Lewis noted many customers make the loyalty sign-up decision in store.

Some metrics related to Loblaws’ program Lewis divulged included that 6,000 customers per store registered; 50% email open rate; three times lift in sales (compared to printed flyers); 12% increase in visits; and 5% increase in basket size.

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