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Loblaw trials online advertising loyalty program

Loblaw Companies has begun a trial of a new service tied to its PC Optimum loyalty program. Through this service, members of the program will receive loyalty points for viewing online ads. The program has previously served product offers and ads to visitors to Loblaw web properties and by email, based on previous purchases. The new system is intended to display “more relevant” ads to participants on behalf of consumer-brand advertisers via website and social media. The ads will include an identifying mark associated with PC Optimum.

“Loyalty programs have historically provided benefits to customers, rewarding them for the information they provide to a company,” said Uwe Stueckmann, senior vice-president of marketing at Loblaw. “We're extending that same idea to advertising. Our members will see more relevant ads while browsing online and we will reward them for allowing us to use their data and advertise to them. This isn't about seeing more ads. By informing, signaling and rewarding customers we are giving them a choice. They can start getting relevant ads with actual rewards, or they can opt out and just get the ads they already see online today.”

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