New PC Optimum loyalty program uses the Eagle Eye AIR platform to deliver personalized, valuable and convenient rewards to millions of Canadians

Feb. 27, 2018–Eagle Eye, a leading SaaS technology company that allows businesses to create a real-time connection with their customers, has announced that its Eagle Eye AIR digital marketing platform is powering the new PC Optimum loyalty program from Loblaw Companies Limited (Loblaw), Canada’s largest retailer.

The PC Optimum program has combined two of Canada’s most loved loyalty programs1 PC Plus and Shoppers Optimum, to become one of Canada’s largest loyalty programs. The two programs had 8 million and 11 million members respectively. Merging these two programs creates a state-of-the-art loyalty program, the first at such a vast scale, and brings more redemption options and greater convenience to Canadians.

“Our customers tell us they value our loyalty programs for two main reasons: saving money and treating themselves. The PC Optimum program gives them more opportunity to do both,” said Jim Noteboom, Senior Vice President, Loyalty and Consumer Insights, Loblaw Companies Limited. “With PC Optimum, customers can now earn and redeem points in almost 2,500 locations and online, where they will get targeted, personalized offers on products they buy most often.”

The PC Optimum program combines what members love most from the Shoppers Optimum and PC Plus loyalty programs, including weekly personalized offers, the ability to redeem points for almost anything in their stores, and exclusive points-earning and points-redemption events.

Since the launch of PC Optimum on February 1, 2018, more than 6 million customers have already converted to the new program, with customers earning and redeeming points more than 32 million times in the first three weeks. The program, which engages consumers digitally but gives them choice on redemption, has generated more than 1.5 million PC Optimum app or web visits every day. According to Loblaw’s internal customer net promoter score (NPS) survey, 80% of customers were very satisfied with the new program specifically highlighting ease of converting and participation.

Customers are already recognizing the benefits of the new program across all the available channels, with one customer saying “the biggest advantage of the new card is the ability to earn big points at Shoppers and Beauty Boutique and spend them at Loblaw and affiliated stores. Because Shoppers has special points days and other offers throughout the year, you can now earn big points at the drugstore and then spend those points at any Loblaw-affiliated stores2.”

Enabling a Unique and Personalized Experience for Every Shopper

The Eagle Eye AIR platform sits at the heart of the PC Optimum program ecosystem and is integrated with Loblaw’s channels and systems, enabling a single customer view, across Loblaw’s varying businesses, including PC Financial and Joe Fresh.

Eagle Eye AIR provides secure, real-time issuance, management and redemption of digital promotions and rewards across all online and in-store purchases. With its sophisticated rules engine, the Eagle Eye AIR platform enables Loblaw to vary the proposition e.g. points of offers, to the customer by division and product category. Loblaw can truly personalize the offering based on individual shopper behaviors, then give customers the choice to earn and redeem through their preferred channel and location. The Eagle Eye technology will allow offers to be delivered through the customer’s preferred channel—via coupons, email, text and even location-based triggers—to provide a more personalized experience.

“Eagle Eye provides us with the next generation of digital marketing technology enabling us to engage with consumers wherever they are on their shopping journey. This allows us to reward them individually which is core to our customer centric strategy at Loblaw,” continued Noteboom.

Powering Leading Retailer and Grocery Programs

With a proven track record of success with some of the largest top-tier retailers and grocers in the United Kingdom, Eagle Eye entered a strategic relationship in 2016 with Loblaw to transform the future of loyalty for Canadian consumers and deliver on the promise of greater value throughout the shopper experience.

“Loblaw is one of the world’s most innovative retailers, and we are honored to work with them as they expand access to their unified loyalty program to reach millions of Canadians,” said Tim Mason, Chief Executive Officer, Eagle Eye. “Loblaw is Canada’s leading food and pharmacy retailer, with approximately one billion customer transactions in their stores each year, the majority of which are tied to their loyalty programs. We are thrilled to deploy our Eagle Eye AIR platform capabilities to support Loblaw’s customers’ connection across all banners and create a streamlined experience.”

This relationship marks the first time two loyalty programs with customer data of this magnitude have been successfully integrated into one program, making it the biggest in Canadian history. “We couldn’t have achieved this milestone without Eagle Eye’s commitment and flexible approach,” says Noteboom. “With their proven success in the UK and unique offering, they were the right company to deliver against our plans both today and for the future.”


Eagle Eye is a leading SaaS technology company that allows businesses to create a real-time connection with their customers. The Company’s digital marketing platform, Eagle Eye AIR, enables the secure, real-time, multi-channel issuance, management and redemption of digital promotions and rewards, replacing previously used paper-based methods. Established in 2003, the Company is headquartered in the UK with an international hub in Toronto and is a London Stock Exchange AIM listed company.

Eagle Eye’s platform creates a network effect between merchants, distributors and brands enabling stronger connections and value to all parties. With these capabilities, Eagle Eye enables brands and merchants to reduce cost, improve their customer offer and accelerate their innovation. The Company’s current customer base comprises Canada’s food and pharmacy leader Loblaw as well as leading names in UK grocery, retail and hospitality including John Lewis, Asda, J Sainsbury, Greggs, JD Sports, Ladbrokes, Marks & Spencer, Mitchells & Butlers, Pizza Express, Tesco and Thomas Pink. The Board of Eagle Eye includes the CEO Tim Mason, previously Deputy CEO of Tesco plc and Sir Terry Leahy, Non-Executive Director, who was Chief Executive of Tesco plc until 2011.

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