PC Optimum
On February 1, 2018, the PC Plus program merged with Shoppers Drug Mart's similar Optimum program (Loblaw Companies had previously acquired the chain) to form PC Optimum. Users were instructed to transition their existing PC Plus and Optimum accounts online or do so in person and exchange their cards at Loblaw grocery or Shoppers Drug Mart locations. There were also several technical issues on-launch, including errors when creating an account on the PC Optimum app, the PC Optimum website being down for several hours, stores not giving out new cards, as well as some users' points not being transferred to the new service correctly. Loblaw acknowledged these difficulties, stating that they were aware "that the transition has not been smooth for some", and were working with customers to rectify them.[9][10][11] As was the case before, only Shoppers Drug Mart locations will offer base points on purchases, at 15 points per dollar spent.[12]
Several glitches and errors were related to the launch of the PC Optimum program; such as difficulty in merging points,[13] missing and stolen points,[14][13] and several technical issues.[15][16][17] According to a Loblaw financial report, the expenses associated with the creation of the PC Optimum brand was 189 million dollars.[18]
On March 13, 2018, Loblaw announced that Imperial Oil would switch to PC Optimum as the main loyalty program for its Esso-branded gas stations, ending a 14-year relationship with Aeroplan.[19] PC Optimum is also accepted at the gas stations of sister brand Mobil, which launched in Canada as part of the 2017 acquisition of Loblaw's gas station network by Brookfield Business Partners.[20] The partnership officially launched August 2018, with 10 points being awarded for every litre of gas and every dollar spent on other eligible purchases (including car washes and convenience store purchases).[21][22][23]
In April 2019, Loblaw announced a trial program under which customers can receive free bonus points for opting into online behavioural advertising based on information associated with their PC Optimum accounts.[24]
In 2024, an investigation was launched by the Office of the Privacy Commissioner of Canada in regards to the ability to delete PC Optimum accounts.[25]
