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Shoppers Drug Mart hones its loyalty program

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TORONTO — Shoppers Drug Mart (SDM) is getting more personal with its loyalty program.

The Canadian drug chain, part of Loblaw Cos., has enhanced its Shoppers Optimum loyalty program with a new platform designed to bring a personalized digital experience. The new offering is called “My Optimum. My Rewards.” It includes an enhanced SDM app and a digital Optimum card, which the retailer said will make it easier for customers to earn additional rewards.

Shoppers Optimum members will now receive personalized offers and points via their mobile device, email or the Web and will be able to load them to their digital or plastic Optimum card. They can also scan their digital Optimum card directly from their smartphone to earn and redeem points.

The new Optimum digital platform delivers weekly load-to-card offers tailored to members’ shopping preferences, including a personalized flyer picking the relevant promotions for each customer. SDM noted that Optimum members will get offers on products they want and use — ranging from cosmetics and skin care to vitamins and snacks — that will allow them to earn rewards faster on daily purchases plus special offers on new items.

Launched in 2000, the Optimum program now has 10 million active members.

“We are creating a one-on-one relationship with our customers, with offers personalized to their shopping habits and sent straight to their ­smartphone,” stated Shelagh Stoneham, senior vice president of marketing at SDM.

The new digital features for Optimum members include personalized offers arriving every Saturday via email or the Web or to a smartphone; a personalized flyer, based on individual shopping preferences, selecting the most relevant products on promotion; the ability to view and load offers from a mobile device or the new Optimum website; and the ability to scan their digital Optimum card to earn or spend points at ­checkout.

The digital Optimum card is available for Apple and Android devices by downloading the redesigned SDM mobile app.


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