By Jinnean Barnard
The Twittersphere perked up this morning with the news of Loblaw (a Canadian grocery chain, which also owns hip clothier Joe Fresh) buying Shoppers Drug Mart, a popular Canadian drug store chain.
Positioned as being about speed and convenience in the urban market, Twitter observers are describing the merger as a “brilliant tactical move” (@tweetsbykate88) and a “good marriage” (@judymclarty).
But the biggest question is, will this mean “Memories of… my Optimum points?”
The answer is most likely a resounding NO.
As the Globe and Mail points out in today’s paper (July 15, 2013):
"Shoppers has one of the most well-developed loyalty programs in Canada. Loblaw will now have access to reams of data about the buying habits of millions of Shoppers Optimum members, helping the retailer to get to know, and market itself more effectively to, people in the urban centres where it has so far trailed in growth."
So, this marriage will likely produce a broader loyalty program and shared products. And, as long as prices don’t rise, it’s a great way for consumers to score points and Loblaw to harvest data.