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Interview

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Transforming Canada’s Largest Grocer into a Digital Powerhouse

📍Toronto, Canada

When Lauren Steinberg joined Loblaw Companies Limited, Canada’s largest retailer with more than 2,500 locations, the company’s transactions took place entirely in brick-and-mortar stores. Recognizing the need for change, Loblaw took a bold approach — creating a separate digital division with its own P&L, operating outside the traditional corporate structure. This “startup within the enterprise” mindset allowed the team to move quickly, break conventional rules, and compete for top tech talent, setting the foundation for Loblaw’s digital transformation.

From its first foray into online grocery with a costly pilot store to today’s network of hundreds of streamlined Click & Collect locations, Loblaw’s journey has been one of iteration and agility. The company resisted making massive early investments, instead favoring a test-and-learn approach that kept it responsive to evolving customer needs. Over time, Loblaw shifted from monolithic systems to a composable architecture, enabling rapid adoption of innovations like retail media networks, social commerce, and AI-driven personalization.

Steinberg highlights that personalization has become a cornerstone of Loblaw’s digital strategy. By leveraging data from its massive PC Optimum loyalty program, the company is overcoming one of e-commerce’s biggest hurdles — product discovery. Today, 44% of items added to online carts through personalized recommendations are products customers have never purchased before. Beyond grocery, the company’s digital reach spans beauty, apparel, and pharmacy, with tools like “Swap Canadian” and “Swap and Save” building trust and delivering value during challenging economic times.

While Loblaw’s digital team still operates with a startup mentality, integration with the broader enterprise has brought new advantages, from supply chain expertise to merchandising strength. For Steinberg, the keys to success include surrounding herself with exceptional talent, mastering storytelling to drive buy-in, and seeking opportunities beyond her immediate remit. Her vision extends beyond transactions — using technology to connect food, health, and personalization in ways that enrich the lives of millions of Canadians.

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