How Loblaw Delivers Impactful and Integrated Customer Moments

Session Summary

This fireside chat highlighted how Loblaw, one of the largest retailers in North America, approaches customer engagement at scale. Megan Kwon, Director of Digital Customer Communications, shared how her team manages communications across grocery, pharmacy, apparel, and financial services. She explained Loblaw’s evolution from a business-unit service model to a customer lifecycle–oriented structure, allowing teams to be proactive rather than reactive. Key themes included leveraging real-time signals, elevating transactional communications into strategic levers, and investing in clean, unified data as the foundation for personalization.

Top Takeaways

• Structural shift: Loblaw moved from a business-unit service model to lifecycle-focused pods to break silos and increase proactivity.
• Transactional to strategic: Messages like grocery delivery and prescription updates are not just service—they’re engagement moments.
• Real-time signals: Mining engagement and loyalty data helps the team identify next-best opportunities across brands.
• APIs matter: Integration with proprietary systems requires flexible platforms—MoEngage’s open API and Inform capability were key enablers.
• Future vision: Evolving toward deep one-to-one personalization across communications, not just web and app experiences.