Loblaw launches loyalty program

BRAMPTON, Ont. — Loblaw Companies Ltd. is rolling out a subscription service to its PC Optimum members, offering free shipping and online order pickup for $99 a year. The program is being made available to all 16 million cardholders after an earlier soft launch, and is Loblaw’s answer to Amazon Prime, part of the grocer’s efforts to ramp up its online channel. “What started as a small test quickly ballooned, drawing more subscribers than we imagined and a long waiting list,” said Loblaw President Sarah Davis. In addition to in-store grocery pickup and free delivery for Shoppers Drug Mart and Joe Fresh orders, members will have get 20% back in PC Points on select products. Loblaw’s digital push also includes expansion of its click-and-collect program: the company aims to have 700 in-store pickup locations by year’s end.