The Mobile Shop gives Canadians something new to talk about

TORONTO, Nov. 1, 2011 /CNW/ - Expanding its role in the Canadian wireless market, Loblaw Companies Limited (TSX: L) today announced plans to offer customers a full-service wireless shopping experience at The Mobile Shop, with a wide variety of post-paid mobile plan options.

This move makes The Mobile Shop one of the biggest wireless retailers in Canada offering:

  • Simple, trusted advice from in-the-know, professionally-trained Mobile Advisors;
  • The latest mobile devices and accessories;
  • Canada's biggest selection of mobile providers;
  • Among the best talk & text mobile plans in the market; and
  • A one-stop shop for Canadians' mobile needs, conveniently located where you buy groceries!

With plans for approximately 200 full-service locations from Vancouver to Halifax by the end of 2012, The Mobile Shop has already unveiled its innovative new design in-store at select Loblaw banner stores in Ontario where President's Choice® products are sold.

Over the coming weeks, The Mobile Shop will expand into British Columbia, Alberta and Atlantic Canada with almost 100 locations up and running across Canada - just in time for the busy holiday season!

The Mobile Shop is a part of PC Telecom, a division of Loblaws Inc., which is comprised of both The Mobile Shop and PC® mobile products and services.


"The Mobile Shop will simplify the way Canadians shop for wireless devices," said Maria Forlini, Senior Vice President, PC Services. "By offering our customers great choice, convenience and trusted, objective advice, we're confident The Mobile Shop will provide consumers with the best wireless shopping experience in Canada."

Added Forlini, "At The Mobile Shop, we play an advisory role to ensure our customers' get the right phone and the right plan in order to help them get the most out of their mobile experience - all in one easy and convenient location."

"As a busy mom, I appreciate how convenient The Mobile Shop is," said Kathy Buckworth, author, online commentator, mom and third-party spokesperson. "With four kids and a busy career, I love that the entire family can now shop for a new mobile device while picking up the groceries. Even better, the brand-names and variety of choices means that there's something for everyone to choose from."

Quick Facts

Redefining how Canadians communicate, The Mobile Shop offers savvy shoppers:

  • A customized mobile experience with full-service or self-serve express options;
  • Value and convenience from one of the largest wireless retailers in Canada;
  • A variety of devices from seven of the nation's leading wireless brands;
  • More than 50 phones, tablets and accessories to choose from at full-service locations;
  • Approximately 100 full-service kiosks across Canada by the end of 2011, with another 100 to come in 2012; and
  • The Mobile Shop Express and full-service kiosks are available at participating stores where President's Choice® products are sold.

About Loblaw Companies Limited

Loblaw Companies Limited, a subsidiary of George Weston Limited, is Canada's largest food retailer and a leading provider of drugstore, general merchandise and financial products and services. Loblaw is one of the largest private sector employers in Canada. With more than 1,000 corporate and franchised stores from coast to coast, Loblaw and its franchisees employ over 136,000 full-time and part-time employees. Through its portfolio of store formats, Loblaw is committed to providing Canadians with a wide, growing and successful range of products and services to meet the everyday household demands of Canadian consumers. Loblaw is known for the quality, innovation and value of its food offering. It offers Canada's strongest control (private) label program, including the unique President's Choice®, no name® and Joe Fresh® brands. In addition, the Company makes available to consumers President's Choice Financial® services and offers the PC® points loyalty program.

Image with caption: "The Mobile Shop gives Canadians something new to talk about. (CNW Group/Loblaw Companies Limited)". Image available at:

SOURCE Loblaw Companies Limited

For further information:

For more information or to arrange an interview:

Michelle Reidel
PC Services
T: (416) 204 - 2635    
        Leily Shafaee
Argyle Communications
T: (416) 968 - 7311 ext. 236


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