Shoppers Drug Mart customers in Loblaw’s grocery markets will soon be using a new standard loyalty program to replace Optimum and PC Plus points.
Loblaw (TSX: L) will amalgamate both programs effective February 1st, 2018. This decision was expected since the Food Markets giant acquired the pharmacy chain and Optimum points system.
Senior Vice President of Marketing, Uwe Stueckmann, emphasized that the goal was to unite “what’s best” in both programs.
PC Optimum represents “the future of loyalty programs for Lobaw companies,” he said.
Consumers can continue to accumulate their points as usual until February 1 of next year, when their cards will enter the new program with the same point value. If someone has a $ 100 worth of Optimum points, he will have $ 100 worth in PC Optimum points, for example.
In Quebec, where Shoppers Drug Mart operates with the Pharmaprix brand, the Optimum program will end on January 31, 2018 and members will have until May 2 to redeem their points or convert them into the new program.
Consumers will be able to use a single card or app and will continue to collect points from pharmacies. They will also earn points with personalized offers, store promotions and MasterCard-President’s Choice credit cards.
The new program will have an easy-to-master system: 10,000 points are $ 10, $ 20,000, $ 20, and so on, up to a maximum of $ 500. Consumers will be able to redeem points anywhere in the 2,500 Loblaw stores.
Both programs have more than 19 million active members, while at least 50 percent of customers are registered with both Optimum and PC Plus, according to Jim Noteboom, Senior Vice President, Loyalty and Customer Knowledge.
After Loblaw acquired Shoppers in 2014, consumers told the company that they would rather have one program than two because it would make their lives easier, says Notebloom.
Analysts speculated more and more about the merger of the points program since August, when CIBC (TSX: CM) and Loblaw PC Finances announced the end of their 20-year partnership.
All in all, points will accrue and can be spent at all of the chain’s retail brands, including:
- Real Canadian Superstore.
- Atlantic Superstore.
- City Market.
- No Frills.
- Shoppers Drug Mart.
- Shoppers Home Health Care.
- online at JoeFresh.com and BeautyBoutique.ca.