A digital experience for Loblaw’s loyalty program in Canada.

In 2016 Loblaw hired Huge to work alongside them to merge their two loyalty programs: 8M PC Plus and 11M Shoppers Optimum. This effort created Canada’s first unified digital-first loyalty experience. I led UX strategy for the most complex aspects: personalized offers, account merging, and multi-brand integration across Loblaw’s retail ecosystem.

The design solution

Unified digital experience: Created a mobile-first architecture. It features simplified redemption mechanics (10,000 points = $10). There is an intelligent personalized offers feed. It includes seamless cross-brand navigation.

Strategic merger approach: The UX foundation was designed to retain both user bases. It creates intuitive value propositions. These propositions scale across grocery, pharmacy, and retail.

Complex system integration: We solved the unprecedented challenge. We unified two distinct loyalty ecosystems. This created a cohesive experience for 19 million users.

Impact and results

Scale: Designed the largest loyalty program merger in Canadian history unifying 19 million users into a single platform.

Long-term design system: The design foundation my team created enabled PC Optimum to the following:

• #1 loyalty program in Canada (38.2% market preference)
• 17+ million active users (50% of Canadian adults)
• $1 billion annual redemptions by 2024