RICHMOND, British Columbia — London Drugs has launched its first-ever loyalty program, called LDExtras.

The Canadian drug chains said LDExtras is the “most tailored program in retail involving experiences and savings.”

When customers visit London Drugs, whether in-store or online, they will begin capturing rewards from customized offers on products and services customers routinely purchase to being entered into a monthly $2,500 shopping spree.

Founded in 1945, British Columbia-based London Drugs has 78 stores in more than 35 major markets throughout British Columbia, Alberta, Saskatchewan and Manitoba plus its online store, londondrugs.com.

“Our customers will now reap rewards tailored to how they shop simply by shopping at London Drugs,” says London Drugs executive vice president and chief operating officer Clint Mahlman. “We needed to be sure when launching a loyalty program that it would do two imperative things: be simple and not be onerous on our customers, and also surprise and delight them each and every time they shop with us. LDExtras epitomizes our goal to help make our customers’ lives easier and, at the same time, have something fun and different and exciting in-store. LDExtras is just the beginning of the constant evolution of the new type of relationship we want to have with our customers and how we will engage with our customers into the future.”

Prior to the Canadawide launch, London Drugs introduced a 15-month successful pilot of the LDExtras program on Vancouver Island.

An example of an experiential reward during the pilot phase was when four cosmetics customers and their guests were flown from Victoria to Vancouver for a VIP London Drugs’ beauty event. The LDExtras customers stayed overnight in a hotel, attended the exclusive event and went back to Victoria with $1,000 worth of exclusive, highly anticipated beauty products later to appear in London Drugs stores.

Another example of a reward during the pilot phase was when a group of Vancouver Island LDExtras customers were given a similar holiday experience, attending a British Columbia Lions game, which included going behind the scenes and an autograph signing.

Signing up for LDExtras is simple, either online at LDExtras.com or in-store. Once registered, the rewards start rolling in simply by providing a phone number at the cashier or an email address when shopping online.

The company notes that LDExtras is built around the customer and is meant to provide experiences and rewards tailored to each individual. If customers shop regularly for baby items for example, they can expect to receive reward coupons and selected offerings around baby that will be received by email.

Along with the chance to win the $2,500 monthly shopping spree for those signing up for LDExtras, multiple visits earn specialized London Drugs services such as free computer virus checks and consultations with a health coach.