Uwe Stueckmann, Senior Vice President of Marketing for Loblaw Companies’ supermarket chain in Canada, wants his company’s new digital loyalty program – PC Plus – to engage customers on a very personal, 1-to-1 level.
PC Plus began operations at 44 conventional stores in Ontario this month and will be extended to Loblaw’s conventional and discount banner stores by the end of the year.
Stueckmann told Loyalty 360 that PC Plus is a “revolutionary” loyalty program.
“Loblaw Companies introduced its revolutionary loyalty program PC Plus as a part of our journey to move from mass marketing to 1-to-1 marketing,” he said. “It also allows us to focus on our best customers by providing them with personalized offers.”
The driving force behind PC Plus is a smartphone app that understands what people buy based on previous purchase behavior, and sends them weekly promotional offers for these types of products. PC Plus members accumulate points that can be redeemed for money off their grocery bill. The more shoppers use the program, the more personalized the offers become.
Stueckmann said PC Plus is unique because it’s entirely digital and built for a smartphone.
“It delivers more than just rewards by helping our customers not only save money, but also save time and feed their families conveniently through meal recommendations and an integrated shopping list,” Stueckmann said.
PC Plus is designed to cater to Loblaw’s best customers. What’s more, reward thresholds will differ based on whether a person is buying for a household or is single.
Stueckmann said Loblaw’s credit card, which offers a 2% discount at stores already, will heighten the benefits of PC Plus – which is part of the company’s enhanced mobile strategy. He believes the smartphone will fundamentally change the way people shop. Promotion flyers will likely be a done away within two to five years.
“PC Plus is our first big step in our transition to becoming a more modern and digital marketing organization,” Stueckmann said. “It will drive customer engagement with our brand, resulting in increased share of wallet.”
Stueckmann is excited about PC Plus because it’s geared toward true customer engagement and loyalty.
“From PC Plus, Loblaw is looking to gain a platform to engage customers in a new, more meaningful way,” he said. “Moving from one-size-fits-all offers to a truly personalized approach that delivers value to customers on the food they love most.”