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PC Optimum

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PC Optimum
PredecessorPC Plus
Shoppers Optimum
FoundedFebruary 1, 2018; 6 years ago (2018-02-01)
OwnerLoblaw Companies
Websitewww.pcoptimum.ca
The PC Optimum mobile app running on an iPhone.

PC Optimum is a single loyalty program operated by Canadian retail conglomerate Loblaw Companies; it was created through the merger of Loblaws' PC Plus and Shoppers Drug Mart's Shoppers Optimum programs.[1][2]

Launched on 1 February 2018,[3] the program allows shoppers to earn points based on specific purchases at Loblaw grocery store locations, including in-store promotions, personalized offers delivered via the PC Optimum website and mobile app, as well as per-dollar spent on eligible products at Shoppers Drug Mart, Esso and Mobil locations. These points can be redeemed in-store for grocery and other purchases.

The program is available to Loblaw supermarket affiliates.[4][5]

History

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PC Plus

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PC Plus launched as a digital loyalty program in May 2013.[6][7]

In January 2017, an Ottawa man was arrested for fraud and money laundering for the redemption of points from stolen PC Plus accounts to purchase gift cards worth hundreds of dollars in value.[8]

PC Optimum

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On February 1, 2018, the PC Plus program merged with Shoppers Drug Mart's similar Optimum program (Loblaw Companies had previously acquired the chain) to form PC Optimum. Users were instructed to transition their existing PC Plus and Optimum accounts online or do so in person and exchange their cards at Loblaw grocery or Shoppers Drug Mart locations. There were also several technical issues on-launch, including errors when creating an account on the PC Optimum app, the PC Optimum website being down for several hours, stores not giving out new cards, as well as some users' points not being transferred to the new service correctly. Loblaw acknowledged these difficulties, stating that they were aware "that the transition has not been smooth for some", and were working with customers to rectify them.[9][10][11] As was the case before, only Shoppers Drug Mart locations will offer base points on purchases, at 15 points per dollar spent.[12]

Several glitches and errors were related to the launch of the PC Optimum program; such as difficulty in merging points,[13] missing and stolen points,[14][13] and several technical issues.[15][16][17] According to a Loblaw financial report, the expenses associated with the creation of the PC Optimum brand was 189 million dollars.[18]

On March 13, 2018, Loblaw announced that Imperial Oil would switch to PC Optimum as the main loyalty program for its Esso-branded gas stations, ending a 14-year relationship with Aeroplan.[19] PC Optimum is also accepted at the gas stations of sister brand Mobil, which launched in Canada as part of the 2017 acquisition of Loblaw's gas station network by Brookfield Business Partners.[20] The partnership officially launched August 2018, with 10 points being awarded for every litre of gas and every dollar spent on other eligible purchases (including car washes and convenience store purchases).[21][22][23]

In April 2019, Loblaw announced a trial program under which customers can receive free bonus points for opting into online behavioural advertising based on information associated with their PC Optimum accounts.[24]

In 2024, an investigation was launched by the Office of the Privacy Commissioner of Canada in regards to the ability to delete PC Optimum accounts.[25]

Operations

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Customers earn points for purchasing specific weekly "loaded offers" (which are managed from the PC Optimum website and mobile app) based on purchasing habits, or through in-store promotions tied to specific purchases or coupons. PC Financial credit card users also earn points based on the dollar value of all purchases placed on the card through any retailer. The rate of point acquisition varies depending on which credit card is used, and whether or not the purchase made was at a Loblaw-affiliated store. For example, if a purchase was made at a participating Loblaw affiliate, then the stated rate is 10 points for every dollar spent on a PC Mastercard, 20 points per dollar on a PC World Mastercard and 30 points per dollar on a PC World Elite Mastercard.[26] As 1000 PC Points are valued at $1, the minimum rate of return is 1%. Promotions are sometimes used to give bonus points on specific products.[27]

Points can be redeemed for free groceries or other rewards. Points may be redeemed once a customer has reached a total of 10,000 or more (1,000 points = CA$1).[28] Customers must also have a second form of payment once points are redeemed (as customers can only use points in multiples of 10,000) if they do not want to overspend their points. Points can not be redeemed for gift cards, alcohol,[29] tobacco, lottery tickets, or prescription medication.[30]

Unlike many other retail loyalty schemes, customers must buys specific products to earn points. It is possible to spend several hundred dollars in a single grocery transaction and not receive any points at all through the standard loyalty program.[31] Specific credit cards affiliated with Loblaws offer bonus points based on purchases themselves.[32] One such credit card is President's Choice Financial.[33]

PC Insiders

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Announced in November 2017 as a pilot program, PC Insiders is a $99 per year (or $9.99 per month) pilot program for PC Plus members.[34] The program includes bonus points on diapers, infant formula, PC Organics products, Joe Fresh products, and on the Shoppers Drug Mart beauty website.[35] In addition, subscribers receive free order pickup with PC Express, complimentary online shipping, and a PC Travel credit. In December 2018, the program exited its pilot phase and became available to all PC Optimum members.[36]

See also

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References

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  1. ^ Sagan, Aleksandra (8 November 2017). "Loblaw to merge Shoppers Optimum and PC Plus Programs". The Globe and Mail. The Canadian Press. Retrieved 1 January 2019.
  2. ^ Alini, Erica. "PC Optimum coming Feb. 1: Here are the winners and the losers in the points merger". globalnews.ca. Retrieved 1 January 2019.
  3. ^ Carrick, Rob (27 March 2018). "Another Blundering Loyalty Program". The Globe and Mail. Retrieved 1 January 2019.
  4. ^ Charlebois, Slyvian (19 December 2018). "Loblaw is battling Amazon for e-commerce and loyalty member supremacy". The Hamilton Spectator. Retrieved 1 January 2019.
  5. ^ Cazzin, Julie (31 January 2018). "7 genius ways to maximize PC Optimum points". Moneysense. Retrieved 1 January 2019.
  6. ^ Jackson, Brian (12 August 2014). "Loblaws' digital PC Plus loyalty program expected to add 'hundreds of millions' in revenue". itbusiness.ca. Retrieved 1 January 2019.
  7. ^ Brunsdon, Denice. "Loblaws' new "PC Plus" loyalty program is really a game in surprise". Canadian Business. Retrieved 1 January 2019.
  8. ^ Burke, Ashley. "Theft of shoppers' PC Plus points prompts Loblaws warning". CBC. Retrieved 5 April 2019.
  9. ^ "Missing points plague members in Loblaws switch to PC Optimum card". CBC News. Retrieved 2018-03-14.
  10. ^ "PC Optimum program stumbles out of the gate with technical issues". CTV News. Bell Media. 2018-02-01. Retrieved 2018-03-14.
  11. ^ "How to change over to the PC Optimum program". CTV News. Bell Media. 2018-02-01. Retrieved 2018-02-01.
  12. ^ "Shoppers Optimum merging with PC Plus points to make 1 loyalty program for both stores". CBC News. Retrieved 2017-11-08.
  13. ^ a b Cazzin, Julie (7 May 2018). "How to fix problems with your new PC Optimum accounts". Moneysense. Retrieved 1 January 2019.
  14. ^ Harris, Sophia. "Thieves steal millions of PC Optimum points, go on shopping sprees". CBC. CBC News. Retrieved 1 January 2019.
  15. ^ Shaw, Hollie. "Loblaw shrugs off PC Optimum card glitches, signs up 6 million customers amid fierce competition". Financial Post. Retrieved 1 January 2019.
  16. ^ "PC Optimum stumbles out the gate with technical issues". CTV News. February 2018. Retrieved 1 January 2019.
  17. ^ Floyd, Tori. "PC Optimum launch runs into issues on day one". Yahoo Finance!. Retrieved 1 January 2019.
  18. ^ "Loblaw says earnings hit by PC Optimum, price-fixing costs". CBC. The Canadian Press. Retrieved 1 January 2019.
  19. ^ "Esso moves to affiliate itself with PC Optimum, no longer Aeroplan, in loyalty point switch". CBC News. Retrieved 2018-03-14.
  20. ^ "Mobil brand of gas stations to launch in Canada after deal for 213 Loblaws-owned locations". CBC News. Retrieved 2017-10-28.
  21. ^ Tremblay, Diane. "Les points PC Optimum maintenant offerts chez Esso à la place d'Aéroplan". Le Journal de Québec (in Canadian French). Retrieved 2018-08-23.
  22. ^ Alini, Erica. "Esso drops Aeroplan as it picks up Loblaw's PC Optimum, Esso Extra to continue". Global News. Retrieved 2018-09-11.
  23. ^ Marowits, Ross (13 March 2018). "Aeroplan loses partnership with Esso as it moves to Loblaws PC Optimum program". The Globe and Mail. Retrieved 5 April 2019.
  24. ^ "Loblaw looks to leverage loyalty data with online advertising business". Financial Post. 2019-04-03. Retrieved 2019-04-08.
  25. ^ "Privacy commissioner investigating customer claims they can't delete PC Optimum accounts". CBC News. The Canadian Press. Retrieved 27 July 2024.
  26. ^ "PC Mastercard". PC Financial. Retrieved 1 January 2019.
  27. ^ PC Points promotional website: About PC points
  28. ^ "Five things to know about the merger of PC Optimum". CP24. The Canadian Press. February 2018. Retrieved 1 January 2019.
  29. ^ Gibillini, Nicole (February 2018). "7 things to know about the new PC Optimum reward program". BNN Bloomberg. Retrieved 1 January 2019.
  30. ^ "FAQ". PC Optimum. Retrieved 1 January 2019.
  31. ^ Owainati, Hyder (31 January 2020). "How the PC Optimum program works". Ratehub.ca. Retrieved 12 September 2020.
  32. ^ Bradshaw, James. "Loblaw moves back into banking three years after cutting ties with CIBC". The Globe and Mail. Retrieved 27 July 2024.
  33. ^ Naidu-Ghelani, Rajeshni. "Almost half of consumers who switched credit cards were looking for better rewards program, survey shows". CBC News. Retrieved 27 July 2024.
  34. ^ Laird, Kristin (20 November 2017). "Loblaw pilots fee-based loyalty program". Canadian Grocer. Retrieved 20 November 2017.
  35. ^ Evans, Pete (20 November 2017). "Loblaws pitches upgraded loyalty program for $9.99 a month for premium perks". CBC News. Retrieved 20 November 2017.
  36. ^ Edmiston, Jake (6 December 2018). "Loblaw rolls out Amazon Prime-style loyalty program for $99 a year". Financial Post. Retrieved 9 December 2018.
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