1) The document discusses Metro Inc.'s strategy to personalize the customer experience across digital and physical channels in order to increase customer loyalty and sales. 2) Key aspects of the strategy include developing a single customer view, personalized direct marketing campaigns, and coordinating offers across channels. 3) The goals are to attract new customers, increase basket size and shopping frequency through more relevant recommendations and rewards.

1. #rdvducatman
@sophieschwartz
Digital Personalisation and Client Strategy
Metro, Inc. - Canada
Gino Plevano & Sophie Schwartz
December 11th 2013, Paris

2. Agenda
Metro Canada & dunnhumby
Bringing the Concept to Reality
• Customer Personalisation Strategy
« I get more of what I want »
• Digital For a New Customer Experience
• Multi-Channel Power to Omni-Channel
Summary
2

3. How Canada is viewed by Canadians ?
http://www.youtube.com/watch?v=G9uGaw-sKLE
3

4. Canadian Grocery Market
Total CDN Grocery
Spend
WestCanada 31%
Total Market
$83 billions
Ontario 38%
Quebec and Ontario
63%
Quebec 25% Canada Atlantics 6%
Source: Nielsen MarketTrack
4

5. Metro Inc.
718 stores
65,000 employees
15 distribution centers
Sales 12 billion CAD (8,5 billion EUR)
5

6. 358 conventional
supermarkets
6

7. 201 soft discounts
7

8. New Premium Concepts
8

9. 7 ethnic supermarkets
ethniques
152
pharmacies
9

10. Our insights and strategic
dunnhumby is the world’s
process help clients create
leading customer science
competitive advantage
company
and enjoy sustained
growth
We analyze data and apply insights
from more than 400 million customers
across the globe to create better
Category
customer experiences and build loyalty.
Management
We analyze 230 million baskets per
week, across the globe. That’s 1.3
billion items per week.
10

11. A Global Leader
dunnhumby and metro Canada, partners since 2009
A unprecedented partnership in Canada
Joint Venture 50% Metro Inc, 50% dunnhumby ltd.
3 offices : Montreal– Toronto – Gurgaon
We help Metro Inc make better customer-centric
business decisions across its 4
banners, conventional and discounts.
11

12. 12

13. Client Strategy
Targeted Acquisition and Loyalty
23% of loyal customers = 63% revenues
Category management
Tools and collaborative processes in place
with suppliers on all category drivers :
Assortment – Promo Evaluation –
LaunchPad –Merchandising Decision Tree
- Price – Category Healthcheck
Marketing
Lifestyles and Customers Segmentations
Customers Strategies, Priorisation, ROI
Personalisation
create a personalised experience for
Metro’s customers across all
channels, connecting with them
before, during and after they shop, in13
a
meaningful way to win their loyalty 13

14. CUSTOMER PERSONALISATION
STRATEGY
14

15. « I get more of what I want »
It’s more than
loyalty, personnalisation, digital
15

16. Customer focus,
in all workplans !
Board
• Customer store reports
Store
Operations
• 5 promises training
• Newsletter
Customer
Supply
Chain
•Governance model
•Customer loyalty dashboard
•Budgets integration
Procurement,
Category
Management
….
•Training
•Steering committee
3 weeks
•New tools
•Dashboards
•Availability
•Inventory
16

17. Our Approach
Attract &
engage
customers
Reward our
customers
+
Building long-term
relationship through
their life cycle.
To shop in our stores
and encourage them
to come back.
Make better
business
decisions
with data
+
Increase the
average
basket &
frequency
=
To better understand our
customers and inform our
business decisions.
Increase Metro’s
brand value
17

18. Metro loyalty schemes
Quebec: 40% of households
Ontario: 75% members of a coalition
loyalty scheme, 45% Metro shoppers
17

19. 18

20. Building Customer Relationship
Our daily challenge = deliver a personalised retail experience
for 3 million customers
For each customer, identify preferences to deliver a relevant
20
offering

21. Digital Grows Loyalty
1
Metro online
customers are
members of
Metro loyalty
schemes
2
LOYALTY 
Online engaged
customers
3
Occasional online
customers
Source dunnhumby Canada, online customers analyses and segmentations
21

22. DIGITAL FOR A NEW CUSTOMER
EXPERIENCE
22

23. TRIGGER
REVIEW
& SHARE
RESEARCH
EAT
COOK
COMPARE
& FILTER
PREPARE
PLAN
MEAL
ASSESS
CONSUME
PLAN
CONSUMER
JOURNEY
CREATE
LIST
UNPACK &
ORGANIZE
SHOP
PAY, SAVE
& GET
REWARDS
SEEK
ENTER
STORE
BROWSE
DISCOVER
23

24. An Integrated Eco-System
NEWSLETTER
METRO.CA
Most popular grocer site in
Canada
Re-launched in Sept „13
700 000 unique visitors*
2 millions visits
FACEBOOK
450 000 subscribers
Most popular grocer page
in Canada
Québec: 250 000 fans
Ontario :100 000 fans
MOBILE
Launched in
Sept ‟13
More than 2.5M contacts every month (growing fast)
* comScore, June 2013
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24

25. New Metro.ca
http://www.youtube.com/watch?v=lzT-vtH_OgI
25

26. 4 Key Success Factors to deliver online
« I get more of what I want »
Customer Language
One view of Customer
$
On-Offline Transactional Strategy
Content Marketing Strategy
26

27. Customer Language : embedded in data model
In store:
Online:
Cereals
Grocery
Breakfast
Kellogg’s
Coco
Pops
27

28. One view of Customer, recognizable at individual level
CONVENIENCE
VALUE
PREFERENCES
CHOICE
VALUE
TASTES
CONVENIENCE
EMOTIONS
VALUE
28

29. $
On-Offline Transactional Strategy
“Every week,
I get My New
Personalized
Coupons”
7 Million
customers
and more
29

30. 30

31. Gino
Week of December 12th
Sophie
Week of December 12th
31

32. Content Marketing Strategy
4,500
recipes
“What do we eat
today ? Metro
proposes me
recipes that meet
my preferences.”
32

33. 30% Canadians
browse on the web
to find ideas for
their grocery
shopping
In the US, 80% of mothers,
Who are most often the
household decision maker
too, find their recipes in
the web.
33

34. FOODIES
GENERIC
34

35. MULTI-CHANNEL POWER TO
OMNI-CHANNEL
35

36. Evolution of Customers Contact Points
- Metro loyalty
programme
• Personalized
Coupons
• Reward
Vouchers
- Best Customer
Mailing
• Personalized
coupons every
week
- CPG’s Brands
Mailing
• Customer
Weekly Menu
- Local Marketing
Personalized
Direct Mail
Communications
Customer
Strategy Launch
Personalized Direct
Mail Campaigns
Digital
Communications
• E-mailed offers
One single
customer
view
Offers and channels
coordination per
customer
36

37. The Power of Multi-Channel Personnalisation
MQM
Basket
X1,6 to x2
Frequency
X3 to x6
Best Customer
Mailing
Web Coupons
Source : dunnhumby Canada
37

38. Summary
 Think big and move forward in an agile mode
 It’s not about the technology
 No lifelong online customer : work on retention and acquisition
 Personnalisation is the starting point to an enriched web
experience
 Change management for the whole organization
 Digital is about continuous improvements
38

39. Thank you!
Gino Plevano
Sophie Schwartz
gino.plevano@metro.ca
sophie.schwartz@dunnhumby.com
@sophieschwartz
Screen clipping taken: 2013-12-05 11:43
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