(Montreal) Metro quietly pre-launched its new loyalty program, “Me”, in its Quebec grocery stores on Tuesday. The company hopes that the data collected by this new promotional offensive will allow it to better target its customers through its various brands.
The program, the website and the mobile application are now functional in Quebec grocery stores of Metro since Tuesday, announced the vice-president of marketing at Metro, Alain Tadros, during a presentation to investors in Toronto, Wednesday. “This is the first step in migrating to the new program. More news to come in the coming weeks. »
PHOTO PROVIDED BY METRO INC.
Logo of the new “Me” loyalty program
The Quebec grocer has already developed expertise in personalized marketing with its previous “Metro & Moi” program. “What we’ve learned is that rewarding consumers with products they love leads to greater satisfaction,” adds food business chief operating officer Marc Giroux. The strategy of “Me” is not to sell Pepsi to a Coca-Cola fan. »
Management believes that this strategy has paid off. The former “Metro & Moi” program had 1.2 million active subscribers, or “more than half of Quebec households”. Of this number, 47% are qualified as “engaged” on the company’s various digital platforms, such as the mobile application or newsletters. “Engaged customers on our platforms will spend on average 72% more than a customer who is not,” Tadros points out.
The objective of the update of the loyalty program is to reproduce the recipe through the other brands of the company in Quebec, including in particular the Jean Coutu and Première Moisson pharmacies, explains the marketing manager of Metro. “It will generate more sales across all our brands. »
Point Details
One dollar spent at Metro stores will earn one point. It will be necessary to accumulate 125 points for a dollar of rebate on the grocery bill. This equates to a 0.8% discount, not taking into account promotional offers that will allow you to obtain more points on certain products. In partnership with RBC Bank, a credit card associated with the program will earn more points.
With “Me”, however, it will not be possible to obtain points on all purchases made at the Super C discount store. “Super C is a discount store that focuses more on low prices, replies Mr. Tadros . We will not put our efforts in the basic points (those granted on all purchases), but in the personalization and the generalized promotional offers. »
Mr. Tadros also raised the possibility of linking the program to challenges related to health and well-being. “It could mean rewarding them for walking 10,000 steps in a day, for example. »