Metro will launch a new loyalty program next month that will give it a better understanding of customer behavior and buying habits.
The loyalty program, called “Moi”, will be launched in its network of stores in Quebec, including Metro, Super C, Première Moisson, Brunet and Jean Coutu, the company announced on Wednesday. “For customers, it’s an opportunity to earn points, save money, obtain targeted promotions on their purchases, on the products they love,” explains the president and CEO of Metro executive Eric La Flèche on a conference call with analysts to discuss the company’s latest financial results. “It gives us and our suppliers more opportunities to target in a more personalized way and strengthen our bonds with our customers. »
The program, which the company considers an evolution from “metro&moi”, will also be offered in Jean Coutu pharmacies in Ontario and New Brunswick, which will withdraw from the Air Miles program. Ontario Metro grocery stores will continue to use Air Miles.
The Royal Bank of Canada (RBC) is a partner in the program and will offer the “Me-RBC” credit card. The launch of Moi comes less than a year after Sobeys, which owns the IGA brand in Quebec, introduced the Scene Plus program, in partnership with Cineplex and Scotiabank, to replace Air Miles.
Many retailers are launching their own program with the aim of increasing customer loyalty with different perks and rewards. This strategy seems to have had some success with consumers watching their spending in a context of high inflation. In February, Loblaw found that its customers were using its PC Optimum program more regularly and claiming their points more frequently at the grocery store.
Metro’s most recent quarterly results show that consumers continue to seek bargains during this inflationary period, notes Mr. La Flèche. Consumers are shopping more often, going to more discount stores like Super C, buying private labels and choosing products on sale during the second quarter, the executive said.
Sales of private labels, such as Sélection, increased twice as much as total sales growth.
Metro reported earlier on Wednesday that its second-quarter profit rose 10.4% to $218.8 million, up from $198.1 million for the same period last year. last. Sales reached 4.55 billion, up 6.6% from 4.27 billion. Same-store grocery store sales increased 5.8%, while same-store drug store sales increased 7.3%.
Adjusted diluted earnings per share were 96 cents, compared to 84 cents for the same period last year. Prior to the earnings release, analysts had expected a profit of 94 cents, according to financial data firm Refinitiv.