How Loblaw Delivers Contextual Loyalty Experiences with Custom Agents

Session Summary

In this session from MoEngage’s Agentic Marketing Tour, Megan Kwon, Director of Digital Customer Communications at Loblaw Digital, shares how her non-technical team transformed campaign execution for PC Optimum, Canada’s premier loyalty program serving 18M+ members. Faced with growing complexity, the team built Custom Agents in MoEngage using plain language, with no code or IT dependencies, to run a three-agent workflow covering email template builds, multi-language copy updates, and automated quality control. By letting AI pre-build and audit campaigns before team members log in, Loblaw Digital cut weekly campaign production time by 60%, allowing marketers to redirect their focus from tedious execution to high-impact strategy and creativity.

Top Takeaways

• No-Code AI for Non-Technical Teams: Marketing teams can build and deploy plain-language AI agents within their existing tools, bypassing IT bottlenecks and custom development delays.

• The Three-Agent Production Engine: Loblaw Digital streamlined campaign builds into three automated stages: structural template creation, multi-language/variant content updates, and automated QC with pass/fail validation.

• 60% Reduction in Production Time: Automating prep work and QA before marketers log in slashed weekly campaign management workload by nearly two-thirds.

• Strategic Human-in-the-Loop Guardrails: Establishing clear boundaries between AI execution and human oversight ensures agents handle repetitive build tasks while marketers maintain strategic and creative control.

• The Path to Scaling Agentic Marketing: The future of campaign operations relies on multi-agent orchestration and self-improving workflows that continuously refine performance alongside human direction.