Loyalty

1.0 General information about this notice

• This notice provides information on how we collect, use, share and otherwise process personal information in relation to our PC Optimum^TM loyalty program(Open in a new tab), our PC Insiders paid subscription program(Open in a new tab) and a similar loyalty program we may offer in the future (together, the “Loyalty Program”).

• The Loyalty Program is a loyalty rewards program offered by President’s Choice Services Inc., an affiliate of Loblaws Inc. We offer the Loyalty Program through participating retail locations and websites or applications operating in relation to our banners. We also partner with select third parties who participate in the Loyalty Program, including by providing you with related products and services (“Loyalty Program Partners”).

• Our Loyalty Program gives you the opportunity to earn and redeem PC Optimum points and rewards with us or with Loyalty Program Partners that offer redemption.

• Our Loyalty Program is built to provide you with a personalized experience. It tailors your rewards to match the things that you buy most.

• Some members participate in the Loyalty Program using a physical card only, without creating an online account. If you have not created an online account associated with the Loyalty Program, the personal information we collect about you is more limited. The descriptions in this notice of collection of digital activity information, personalization of digital services, and targeted advertising apply only to members who have created an online Loyalty Program account.

For more information on how we collect, use, and share your personal information, and your privacy choices, please visit the Loblaw Privacy Policy.

2.0 What information do we collect and how?

The personal information we collect through your participation in the Loyalty Program may include contact information such as your name, email address and home address, phone numbers, as well as information about the specific products and services that you purchase through our websites, mobile applications and in-store. We collect personal information about Loyalty Program members in a variety of ways, including:

• Directly from you when you register and participate in the Loyalty Program (e.g., when you create your PC Optimum and/or PC Insiders account online).

• Through in-store technologies (e.g., through our point-of-sale system when you are purchasing products in-store).

• With cookies and similar technologies when interacting with us online or through our mobile applications (e.g., when visiting the PC Optimum and PC Insiders websites), to help us personalize your webpage and offers.

• From Loyalty Program Partners when using your Loyalty Program account for a transaction, service, or other interaction with Loyalty Program Partners (e.g., when scanning your PC Optimum card to earn points at a Loyalty Program Partner’s business).

• When you link your Loyalty Program account to another product, service, or program offered by a Loyalty Program Partner.

• From you or your financial institution when you apply for, obtain, or use an eligible financial product or service (which includes any insurance product or service) linked to a Loyalty Program account (e.g. information about your transactions).

For more information on how we collect your personal information, please visit the Loblaw Privacy Policy and review the section “How Do We Collect Personal Information?”.

3.0 How do we use this information?

The Loyalty Program tailors your rewards to match the services and products that you buy most or that we think may interest you. To do this, we aim to generally understand your needs and preferences and customize how we tailor and market products and services to you accordingly.

We use your personal information to administer our Loyalty Program. This includes providing you with our programs, products and services, managing our business, communicating offers and information we think you will be interested in, understanding member activity, and improving your shopping experience in-store and through our websites and mobile applications, and as permitted or required by law.

A few examples of how we may use your personal information include:

• Administering your Loyalty Program account, including processing the earning and redemption of PC Optimum points;

• Processing your transactions and returns, online or in-store;

• Facilitating your engagement with Loyalty Program Partners (e.g. by linking accounts or preparing an analysis of your transactions to support eligibility assessments for financial product applications);

• Providing you with a personalized experience across our digital products and services, including through offers and promotions that are relevant to you based on your interests, preferences, past purchases and information you provide to us via chat functionalities available on our digital products and services;

• Providing you with offers or services based on the approximate location provided by your mobile device (also called “location-based advertising”);

• Conducting analytics and research to grow and improve our Loyalty Program and our business, and to understand member behaviour; and

• Serving you with targeted advertisements, identifying general advertising categories that may interest you and reporting on effectiveness of media campaigns. For more information, review our Interest-Based Advertising and Media Notice.

For more information on how we use your personal information, please visit the Loblaw Privacy Policy and review the section “How Do We Share Personal Information?”.

4.0 How do we share this information?

We may share your personal information with Loyalty Program Partners or their affiliates as part of administering the Loyalty Program, such as when you link your account or make an eligible transaction with them. The information we share depends on the Loyalty Program Partner and your interactions with us and them, but can include information about:

• Your identity and account, such as your account number and points balance.

• Your transactions relevant to the Loyalty Program or the Loyalty Program Partner.

• Other interactions with us, such as when you interact with offers related to the Loyalty Program.

We may share personal information as part of our efforts to collaborate with each other in the administration and improvement of the Loyalty Program. This includes managing risk, improving how we present you with offers from us or Loyalty Program Partners, and preventing fraud or other illegal or harmful activity.

For example:

• When you link your account with a delivery platform account, we provide a unique identifier to them that is tied to your Loyalty Program account. This helps us both keep track of the points you earn from your orders.

• If your Loyalty Program account is linked to a financial product or service provided by a Loyalty Program Partner, we may provide them with access to information about your transactions and other Loyalty Program activity. They may use this information for analytics and modelling to help improve their understanding of their customers and how they create and deliver offers, assess risk, or perform other activities related to the Loyalty Program.

Every Loyalty Program Partner is accountable for their handling of your personal information. When we share personal information with Loyalty Program Partners, they may in some cases collect, use or disclose it in accordance with their own privacy policy. Loyalty Program Partners may handle personal information for their own purposes in relation to the Loyalty Program, which can include their participation in the Loyalty Program, as well as service delivery, analytics, or marketing-related purposes. However, such use is subject to restrictions and requirements designed to protect your privacy.

For more information about how we share your personal information, please visit the Loblaw Privacy Policy and review the section “How Do We Share Personal Information?”.

5.0 What are your privacy choices?

The Loyalty Program was developed to provide a personalized experience for our members. If you do not wish to receive a personalized experience, you may cancel your participation in the Loyalty Program, or request a physical card in one of our stores (that is not tied to your online account).

You can also separately opt out of targeted advertising without affecting your participation in the Loyalty Program by contacting our Customer Relations Centre at 1-800-296-2332, by submitting your request in writing to the Loblaw Privacy Office through the Privacy Request Form(Open in a new tab) or by accessing the PCiD^TM Account Centre. If you opt out, you will still see ads, but they may be less relevant to you. If you continue to participate in our Loyalty Programs using an online account, you will continue to receive personalized offers.

For more information on your other privacy choices and how to manage them, please visit the section “How Do I Change My Privacy Choices?” of the Loblaw Privacy Policy.

6.0 Who can you contact with questions about this notice?

If you have questions or concerns about this notice, please visit the section “Who Do I Contact With Privacy Questions?” of the Loblaw Privacy Policy.