Personalisation through loyalty in Canada

Date : 18 November 2013

Loyalty and personalisation are at the forefront of retailers’ strategies in Canada, with a number of new initiatives in this space being announced.

Sobeys launches its new mobile app

This week Sobeys has launched its mobile app. While this has similar functionality to the apps of grocery retailers globally, such as enabling users to browse recipes, discover weekly and seasonal must-try products and ingredients, and access its digital flyer to add items to a shopping list, users can also manage their loyalty rewards. Sobeys has incorporated its Club Sobeys rewards program into the app, enabling customers to browse and select their perosnalised rewards to earn additional points on items purchased.

Loblaw rolls out PC Plus nationally

Earlier this month, Loblaw rolled out its digitally-based PC Plus loyalty program to all of its conventional supermarkets and Superstore banner stores across Canada. This builds upon a 44 store trial which commenced in Ontario in May. Like the Sobeys program, PC Plus has been designed to understand which products shoppers purchase, and the offers they redeem to create a customised experience for each individual customer. The more customers shop and interact with the program, the more personalised the offers become.

New digital eco-system for Metro

In September, Metro launched its digital eco-system to advance its personalisation strategy. This new web and mobile platform built upon the launch of personalised coupons last year. This has also been integrated with its ‘Metro & Moi’ loyalty program, enabling users to use their smartphone at the checkout as their loyalty card.

Retailers aiming to drive higher spend and loyalty

Personalisation is now embedded as a major trend in the grocery market globally, with retailers seeking to leverage shopper insights to develop a one-to-one relationship with their customers. Safeway has been setting the pace in North America through its ‘Just for U’ program, generating significant benefits in terms of both sales growth and loyalty. Personalised rewards also make it much harder for competitors to respond to pricing and promotional activity. Product manufacturers have also been engaging with this program as it has provided them with the ability to better target their promotional offers, and drive a better return on their investment.