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Loblaw launches new combined loyalty program

Loblaw Cos. Ltd. on Feb. 1 unveiled PC Optimum, a new loyalty program that combines the features of its existing PC Plus and Shoppers Optimum reward programs for shoppers.

Cardholders can earn and redeem points in all Loblaw stores and Loblaw-owned online services including Real Canadian Superstore, Atlantic Superstore, City Market and more. The new program brings together both PC Plus and Shoppers Optimum's features including weekly personalized offers, in-store offers, points-earning and points-redemption events, among others.

The Canadian grocer said points from the old programs have been automatically transferred to PC Optimum. Members can swap for a new card at any participating store, upgrade their PC Plus app or download the new PC Optimum app, according to the release.

The launch came nearly three months after the company revealed its plan to combine Pharmaprix Optimum and PC Plus to form PC Optimum. In the same month, Loblaw piloted PC Insiders, a fee-based subscription program for shopping in-store and online.

Meanwhile, members of the Pharmaprix Optimum program in Quebec will have until May 2 to convert their points at full value to PC Optimum points or redeem them online or in store. The company announced Nov. 8, 2017, that the program would end Jan. 31, 2018.