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Loyalty Development
EQ Bank begins activating its exclusive PC Optimum banking partnership
Development analysis
What changed, why it matters, and what leaders should watch.
What changed
EQ Bank launched its first major PC Optimum activation since becoming the program's exclusive financial services partner following the PC Financial acquisition. The campaign includes a national 25-million-point giveaway and in-store experiences at Loblaw-affiliated stores in Toronto, Vancouver, and Calgary.
Loyalty and rewards implications
EQ Bank is using an established retail loyalty ecosystem as both a banking distribution and engagement channel. Credit unions can connect financial products to merchants, community partners, and everyday member behaviours instead of relying on a standalone card rewards proposition.