Loblaw brings gamification to discount shopping

Date : 13 May 2019

Stewart Samuel

Program Director - Canada

We look at how Loblaw is using gamification to drive home its low-price credentials within its No Frills discount business.

Supporting the brand’s new marketing campaign

No Frills has launched a new web-based game, Hauler: Aisles of Glory. The retro 8-bit 2D animation video game, which can be played in-browser on mobile, tablet and desktop, supports the brand’s new marketing campaign which launched earlier this month. The ‘Haulershop’ initiative includes a range of branded merchandise, a dedicated website, haulershop.com, and an edgy TV campaign. The use of the game and the 'hauler' brand helps to create new buzz and a sense of fun for No Frills and should support it with its goal to reach a younger audience. 

Source: Loblaw

Linking with its loyalty programme

Users of the game can claim up to 50 PC Optimum points daily by hauling groceries and avoiding unnecessary frills and obstacles not commonly found within grocery stores. The game will continue to reward points until 50m PC Optimum points have been rewards nationally. Linking to it the retailer’s loyalty programme helps to raise its profile, given that rewards-based initiatives are not typically found within discount stores. The points can be redeemed for additional in-store savings.

Source: YouTube

Intensifying discount competition

The launch of this campaign comes as competition in the discount channel is set to intensify. Last month, Sobeys launched the first of its FreshCo discount stores in western Canada. Over the next three to four years, it will convert up to 70 of its Safeway branded stores in the region to this format. Loblaw’s other price-focused format, Real Canadian Superstore, has also recently launched a new price led-campaign in the region. It emphasises key reasons to shop at its stores, including everyday low prices, 10 for $10 programmes, its private label ranges and its extensive ethic foods offer.

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