Metro takes loyalty to the next level
Metro customers in Quebec got a taste of Moi, its new loyalty program as the retailer soft launched it in the province this week. Metro says the new program will deliver more personalization and more generous rewards.
“Our ambition is pretty simple, become the most popular loyalty program in the Quebec market,” said Alain Tadros, vice-president marketing at Metro. Tadros made the remarks while presenting at Metro’s Investor Day meeting in Toronto this week.
Tadros said the new program builds on the success of the metro&moi program that the retailer debuted in 2010 and grew to 1.2 million active members, touching more than 50% of Quebec households. “We started off with a distinctive loyalty program, we built in more personalization capabilities over the years, we expanded that digitally and brought in e-commerce functions as well to now bridging it all together into one ecosystem. We believe that this will take loyalty to the next level for us.”
Moi, which will officially launch later this spring, will be available not only at Metro stores in Quebec, but will be expanded to its Super C, Première Moisson and Brunet banners as well as Jean Coutu, the drug chain that Metro acquired in 2018. In all, the new program will be available at close to 900 locations in the province, as well as online.
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Over the last 18 months, Tadros said Metro had been upgrading and unifying its technology to enable it to develop one customer “golden record” that will give the retailer a single view of that customer.
He added that the new Moi program is built on three pillars: “my tastes, my rewards, my well-being.” Not only will customers be able to accumulate points—which can be instantly redeemed at checkout—on their favourite products, they will also receive more personalized offers and discounts that are aligned across all the Metro banners that they shop. “It’s the perfect alliance between food and pharmacy,” he said. “It’s a loyalty program that offers options for their well-being—the well-being of the body, the mind, but also the wallet.”
Looking ahead, Tadros said further functionalities would be developed for Moi that go beyond the transactional to “allow our consumers to tap into an array of wellness tools that are integrated within our digital ecosystem and our loyalty program.” That might include recommendations for wellness products or services, connecting them with like-minded customers, or rewarding them for things like walking 10,000 steps in a day.
In addition to accumulating base points at the checkout and through personalized offers, customers holding a co-branded Moi-RBC credit card will be able to earn bonus points on their purchases at Metro’s banners as well as at other coalition retailers.
