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How Loblaw brought more of its retail brands online.
Digital commerce gave Loblaw a stronger way to connect customers with its products and services.
Loblaw has been welcoming Canadians into its stores since 1919. As digital expectations reshaped retail, the company wanted to transform the shopping experience across grocery, apparel, beauty and pharmacy without losing the quality customers expected. The goal was to build a digital business that could keep improving as shopping habits changed.
Loblaw worked with Publicis Sapient to create a roadmap for evolution. That work established a model for continuing improvement and supported digital offerings across the business.
Though Loblaw has always had an unwavering focus on innovation and customer expectations, external pressures meant they had to work faster and systematically to achieve their goal of serving their customers’ needs for another 100 years.
Loblaw Digital with the support of Publicis Sapient set out to build a world-class digital organization. Nothing was sacred. Everything was up for change. And a new agile roadmap for transformation was created based on three core principles: self-sufficiency, trust and scalability. Speed and innovation were imperative with a “continuous improvement” approach to everything.
Loblaw was first to offer grocery pick-up and delivery across Canada. They set the stage for agile innovation and continue to enact it by launching initiatives like a new digital pharmacy to allow customers to securely refill prescriptions online. PC Express online grocery shopping enables customers to buy online and pick up in one of 700 locations across 13 banners. Additionally, apparel and cosmetic retailers Joefresh.com and BeautyBoutique.ca went live.
Working hand in hand, the team has had explosive effects on Loblaw’s business, culture and customer experience in just four years together—without compromising their legendary quality. More importantly, the stage has been set to respond to and learn from Loblaw customers while anticipating their needs.
Inderpreet Sethi
Client Lead, Canada
