Noah Goldberg
Vice President and GM, Digital Loyalty
Loblaw Companies Limited
Also available as audio
Loyalty program success hinges on weekly app engagement and habit formation, not point accumulation. Goldberg frames digital engagement as 'job number one'—the real measure of program health is active users opening the app and interacting with offers, not redemption rates or point velocity.
Scale loyalty infrastructure as a multi-layered operational system, not just software. Goldberg's role spans partnerships, offer engines, and the points platform itself—treating loyalty as a product alone misses the operational complexity required to drive consistent engagement across 2,500+ locations.
Loyalty programs function as owned media channels for retail advertising. With millions of weekly app opens, Goldberg positions the loyalty app as inventory for the retail media arm (Advance)—turning customer engagement into a monetizable asset that benefits both the loyalty business and vendor relationships.
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Most Canadians agree. The way to think about the size of our program is every Canadian adult. We have 16 million members and so we touch the lives of most Canadians. Absolutely. And we are — Loblaw is Canada's biggest retailer. We have over 2,500 stores across the country, spanning across grocery, pharmacy, and apparel. We have a bunch of ancillaries, which loyalty is probably the biggest and best — but I'll say that because I'm biased. And we have a saying, Loblaw's to live — we help Canadians live life well. And it's really true. We really touch the lives of Canadians.
Noah Goldberg, From Points to Participation: What Actually Drives Loyalty at Loblaw Companies Limited
Noah Goldberg
OFFBounds Source · 112Vice President and GM, Digital Loyalty · Loblaw Companies Limited
