Loblaw's Canadian power strike: mass customization for generics

This event report explains how Loblaw Companies Ltd., the Canadian retail giant, has created a powerful private-label portfolio and increasingly personalized its marketing communications.

Loblaw's Canadian power strike: mass customization for generics

Geoffrey PrecourtWarc

"Food matters," insists Uwe Stueckmann, svp/marketing for Loblaw Companies Ltd., Canada's largest retail group.

"There are millions of Canadians who use the web for advice about food every day – anything from looking for recipe solutions to healthier meals. And the consumption is just going up. It's a massive opportunity for a trusted food brand to engage with Canadians in the context of food."

In an appearance before the "DX3: Where Canadian Business Gets Digital" conference in Toronto, Stueckmann carried a chip with enormous credibility: the President's Choice private-label...

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