Loblaw Companies and its president, Galen Weston, are looking to gain approval with customers who want a smaller store format, including more personalized product discounts and a large assortment of high quality fresh foods.
“Early indications across the board suggest that when we put the right proposition in front of the customer, price is not the biggest determinant of what they choose to buy,” says Weston.
According to him, customers are more willing to pay more for better food, even in the company’s discount chain, No Frills. “Customers seem to be trading up in fresh for what they perceive to be a significant improvement in quality,” he says.
The company’s Shoppers Optimum has over 10 million members, while its PC Plus program has over six million. These loyalty program encourage regular shoppers to save more by buying everyday products chosen for them based on their past purchases.
