TORONTO, CANADA – Loblaw Companies Limited is taking a page out of Prime’s play books and introducing a new fee-based subscription pilot program to boost online sales and encourage repeat shopping.

According to the company’s press release, the new program—PC® Insiders— is tailored to the growing number of its customers who are shopping both in person and online.

"We are working hard to meet the changing needs of Canadians through the combined reach of our digital properties and retail network," said Galen G. Weston, Chairman and CEO. "Together with our customers, we are excited to see where this program might take us next."

The digital, loyalty-based program will initially be targeted towards select PC Plus loyalty members who are also President's Choice Financial Mastercard cardholders—with the program expected to expand in 2018. The program charges a fee of $9.99 monthly or $99 a year for a variety of savings and amenities throughout Loblaw’s banners.

"Our customers are looking for new ways to save time and money as they shop both in our stores and on our e-commerce sites," said Weston. "Many Canadians, in particular busy parents, find themselves shopping several of our brands, both online and in person. PC® Insiders is our next step in making that whole experience easier and more rewarding."

­­According to Loblaw, the program offers perks across a wide range of Loblaw's in-store and e-commerce products, brands, and services. Targeting benefits that matter most to busy families—value that saves them money on what they already buy every day, convenience that suits their busy lives, and the opportunity to treat themselves and their families from time to time—Loblaw has bundled a variety of opportunities to accommodate Canadian shoppers’ changing needs.

As part of the pilot program, subscribers will receive the following benefits when using their PC Financial Mastercard:

• 20% back in PC points on the essentials that families need, including diapers, infant formula, and all PC Organics products in-store and online
• 20% back in PC points on all Joe Fresh products in-store and online at joefresh.com
• 20x the PC points every day when customers shop online at beautyBOUTIQUE.ca
• Free Click & Collect pick-up service at nearly 200 locations
• Free shipping on all beautyBOUTIQUE.ca and joefresh.com purchases
• $99 PC travel credit once a year when booking a trip on pctravel.ca (annual subscriptions only)

The PC Insiders program launched Monday November 20^th, 2017, and is currently available to select PC Plus loyalty members who are also President's Choice Financial Mastercard cardholders in Ontario and British Columbia, with a waiting list available online. The program will become more widely available in 2018 when Loblaw combines its pre-existing PC Plus and Shoppers Optimum loyalty programs—which currently have 8 million and 11 million members respectively—into a single PC Optimum loyalty program.

Loblaw Companies Limited