Loblaw’s consolidation of its loyalty program PC Plus (with eight million members) and Shoppers Optimum (with 11 million) was a massive data undertaking.

Research showed that customers prefer the convenience of having a single loyalty program for all of their purchases, across pharmacy and grocery. The company needed to bring together the two programs in a way that would allow it to track customers’ shopping behaviour under its entire family of brands.

Eagle Eye and Loblaw worked to create the new PC Optimum, which now connects data across every single touchpoint: POS, online and social. The platform sends points, discounts or promotions specific to each individual, in real-time, based on shopper insights now available to Loblaw following the consolidation of the two programs. As a result, PC Optimum – which walked away with a Bronze in Data – is projected to process more than half a billion transactions annually and distribute $1 billion in loyalty value.