Loblaw is testing new technology within its PC Optimum app to offer users a quicker shopping experience.

Customers using PCOgo can scan groceries as they go to see a running, real-time estimate of their total bill as well as tracking of Optimum points being earned. They can check out using a dedicated self-checkout lane, which the company says will significantly reduce wait times.

It’s being trialled at three Toronto No Frills locations (King and Shaw; Richmond and John; and Mount Pleasant and Eglinton) starting today, available to PC Optimum members who have accumulated at least 30,000 lifetime points.

Eligible shoppers can participate by checking into their participating pilot store using the QR code displayed in-store or by enabling their phone’s location sharing, which helps show the correct products, prices and promotions.

Melanie Singh, president of the hard discount division at Loblaw Companies Ltd., said the new initiative was driven by customers’ desire for “simplicity, efficiency and a shopping experience that respects their time.”  

“Our PCOgo pilot is a direct response to that feedback,” she says, “focusing on making checkout faster and giving customers more control over their purchases.”

Loblaw tells Media in Canada the pilot will last for six months, and the company will measure its success through customer usage, operational efficiency, reduced wait times and feedback from both customers and employees. Those outcomes will inform the decision on whether to roll out PCOgo more widely.

There are more than 17 million active PC Optimum members, according to Loblaw.

The company also announced Thursday a new partnership with Uber Eats.

Customers can now shop and have their purchases delivered through the app from select Loblaw banner stores, including No Frills, Loblaws, Real Canadian Superstore, Fortinos and Shoppers Drug Mart/Pharmaprix, among others. Users can see the available banners when they choose the “Grocery” or “Health” category.

To kick off the partnership, a variety of promotional offers will be available to current and first-time Uber Eats users as well as Uber One members, which will appear across applicable banner stores within the app.