Loblaw rolls out PC Plus rewards program nationally

Loblaw has expanded its PC Plus rewards program to Real Canadian Superstore locations and other select Loblaw banner stores across Canada.

The PC Plus program first launched back in the spring at 44 Loblaws stores in Ontario.

At yesterday's conference call with analysts following its third quarter results, Loblaw's president Vicente Trius said PC Plus "is performing beyond our expectations" and is looking to be a real "game-changer."

At the heart of the program is a phone app, backed by algorithms, that understands what people buy, based on previous purchase behaviour, and sends them weekly promotional offers for these types of products.

A recent survey conducted by Loblaw show just how much Canadians love to collect points, with 90% of Ontario residents saying they use reward programs.

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

To date, Trius said there are 300,000 registered digital members.

"We see PC Plus having the potential to be a meaningful, positive addition to our sales line at a national level," he said.

At 44 Loblaws stores in Ontario, Loblaw said its customers have demonstrated a high level of engagement, with more than one-third of all sales in that banner accompanied by a scan of the PC Plus card.

The grocery chain has found that customers that are engaged with PC Plus make more trips to their stores, shop a larger average basket and shop more categories. "We believe PC Plus has driven a low, single-digit sales lift in our Loblaws banner in Ontario since we launched in early May," said Trius.

Along with earning and redeeming for savings, the PC Plus program offers consumer-friendly tools to plan meals and shop for the week, such as personalized dinner suggestions.