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Canadian discounter takes off with mobile loyalty program

Giant Tiger Stores Limited is expanding its GT VIP mobile loyalty offering to stores in Ontario.

The Ottawa-based discount retailer, which operates more than 250 stores across Canada, is now making its mobile loyalty program available in the Ontario market. This expansion follows an initial launch at 23 stores in the Ottawa region in April 2019. The company anticipates full Canada-wide rollout starting early 2020.

Customers can join and gain access to the free loyalty program by downloading the Giant Tiger mobile app and signing into the GT VIP section. After logging in, they can search their GT VIP deals, which are loaded every Wednesday with discounts on groceries, fashion, and home essentials. These deals are in addition to discounts offered in the Giant Tiger weekly flyer, which customers can also browse on the retailer’s app and e-commerce site.

To redeem loyalty discounts at the store, customers can scan the "stripes" barcode or provide their phone number to activate the deals at checkout. GT VIP members also receive benefits including exclusive contests and sweepstakes, as well as partnership perks such as restaurant and sporting events savings.

Digital commerce solutions vendor Mercatus is providing the technology that supports the Giant Tiger app, which is available in both English and French.

“As a consumer-focused retailer, we are opting to launch our loyalty program in a staggered manner to ensure that customers have the best possible experience," said Cindy-Lynn Steele, senior VP, corporate strategy & marketing, Giant Tiger Stores Limited. "It's clear that Canadian shoppers love loyalty programs. We saw GT VIP as an opportunity to encourage our loyal customers, reward those who shop with us regularly, and grow their connection to our brand.”
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