Loblaw pilots fee-based loyalty program

Loblaw Companies Limited says it's piloting a fee-based subscription service to offer "value and convenience" to the Canadians who shop its stores and e-commerce sites.

Called PC Insiders, the program offers perks across a range of Loblaw's in-store and e-commerce products, brands and services, and costs $9.99 per month or $99 a year.

For now, the program is available to PC Plus loyalty members in Ontario and B.C. who are also President's Choice Financial Mastercard cardholders.

When using their PC Financial Mastercard, members receive 20% back in PC points on essentials such as diapers, infant formula, all PC Organics and also on Joe Fresh products sold in store and online.

Members will earn 20 times the points when shopping online at Shoppers Drug Mart's Beauty Boutique, free Click & Collect pick-up service at nearly 200 locations, and more.

"Many Canadians, in particular busy parents, find themselves shopping several of our brands, both online and in person," said Galen G. Weston, chairman and CEO of Loblaw Companies Limited, in a press release announcing the pilot program. "PC Insiders is our next step in making that whole experience easier and more rewarding."

The company said it expected the program to become widely available in 2018. At that time, it will be made available to members of the PC Optimum loyalty program, which launches Feb. 1.