Does this mean that LMG will reduce other promotions and advertising?

No. Loyalty provides LMG another tool to use to engage with Shoppers. We believe that it is important to engage with our Loyal shoppers (those that have a Loyalty membership) along with winning more shoppers to our stores through catalogues, social / digital and continuing to enhance our brand appeal.

LMG will continue to work with Suppliers to deliver a balance of great promotional pricing along with buying opportunities for members.