Metro is personalizing its customer engagement strategy to drive loyalty and growth. It has launched a new rewards program called "Metro & Moi" in Quebec and is better leveraging its existing coalition program in Ontario. Metro is using customer data from its partnership with dunnhumby to personalize communications, promotions, and store operations. Its goal is to shift from multi-channel to omni-channel engagement to provide a more seamless customer experience across all touchpoints.

1. Itʼs all about me:"
How Metro is Personalizing Its Way to Growth

2. Coalition Media"
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3. Welcome"
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4. Our themes"
• Meaningful brand engagement is contingent on a fully integrated
business and brand strategy that drives loyalty.
• A loyalty program allows you to generate data to deliver a refined
customer experience that generates a rewarding value propositon.
• Shifting from a multi-channel to omni-channel content and
communications strategy will deliver relevence, redemptions and
sales.
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5. Canadian grocery market"
Total CDN Grocery Spend" Total market Quebec and Ontario
$83 billion" 63%"
Western Canada 31%" Ontario 38%" Quebec 25%" Atlantic Canada 6%"
Source:
Nielsen
MarketTrack
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6. Metro Overview "
832" 642" $12"
Retail Locations" Food Stores" billion in revenue"
Ontario" Quebec"
149 Conventional" 218 Conventional"
114 Discount" 84 Discount"
263 Grocery Stores" 77 Small format"
379 Grocery Stores"
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7. Why Customer
Centricity?"

8. Competitive Landscape"
• 21% CAGR of sqft (06 to 09) vs 1.8% for industry sales
• New store formats emerging (Ethnic, Specialty, Discount,
Pharmacy)
• Target & Walmart continue to grow their Canadian presence
• Very mature loyalty market in Canada – the average consumer has
14 loyalty cards in their wallet!
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9. Majority of Consumers Shopping in both Banner Types"
Source: Industry Tracking, November 2010. SuperTrack, August 2010.
Shopping per banner type (in %, 2006 to 2010)" Note: Walmart in only included in Ontario as a discounter.
Quebec Ontario
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10. Consumers Increasingly Looking for Value "
34.0 2009" 2010" 2011" 2012"
32.0 31.5
30.0
28.0
26.0
23.3
24.0
22.0
20.0
% Sold on TPR
(1) Source: Nielsen MarketTrack, Percentage $ Sales per TPR. Ontario GB+MM+DG, - ccdg Ontario Conference,
October 20th, 2012.
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11. It’s all about me 1/18/13 11

12. a company’s only asset
Is loyalty to their customers
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13. dunnhumby puts the customer at the center of every decision
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14. It’s all about me 1/18/13 14

15. + 400 brands worldwide"
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16. dunnhumby & Metro working together"
• Before 2009, Metro only had customer data in Ontario with Air Miles
• Customer-centric partnership began in 2009 with holistic vision
• With launch of metro & moi and dunnhumby as customer advocate
and guide, the “why” behind the “buy” become clearer across the
business
• Joint teams focused on bringing the voice of the customer to drive
smarter decisions
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17. Metroʼs Customer Focus"
Metro is becoming We want to The creation of a
more customer establish and reward program in
focused across the maintain a QC and better Reward"
enterprise." relationship with leveraging the Loyal Metro
our customers coalition in ON were
throughout their fundamental pillars of Customers"
life cycle." this strategy."
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18. Our approach "
Attract & Reward our Make better Increase the
engage customers" business average
customers" decisions basket &
with data" frequency"
+" +" ="
Building long-term To shop in our stores To better understand our Increase Metroʼs
relationship through and encourage them customers and inform our brand value"
their life cycle. to come back. business decisions.
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19. More than Loyalty Programs "
Insight Driven Brand
Strategy built on
proximity &
personalization. "
Executed Brand
Strategy throughout
the whole enterprise."
Growing customer"
value proposition
through customer-
centric business
decisions."
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20. New Brand Strategy"
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21. Metroʼs Reward Program "
A simple &
engaging program !
Bonus offers at
shelf!
• $1 spent = 1 point"
• Early reward
redemption starts
at 500 points = $4"
• Bonus points on
products at store"
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22. Metroʼs Reward Program "
Personalized
coupons!
• Coupons for specific
products based on
customer purchase
behaviour"
• Multiple media platforms
(every week)"
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23. Metroʼs Reward Program "
Rewards sent!
every 3 months!
• Savings on my grocery
bill"
• 4x per year"
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24. In store "
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25. Earning the Support of Store Operations"
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26. A New Platform for Integrated Promotions"
Leveraging the
program as a
promotional
platform"
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27. Leveraging Social Media"
The #1 Grocery Facebook Page in Canada!"
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28. Leveraging the Coalition in Ontario"
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29. Using the data to make better decisions"
the intersection of segmentations leads to valuable insights
lifestage profitability primary channel
demographics, what they buy brand choice, packaging preference, preferred format (supermarket, express,
weight of purchase gas station, online)
lifestyles promotional promiscuity shopping
motivations behind cherry picking deals, bulk buying to larder fill
shopping behaviour habits
share of shopping,
“you are what you do” recency & frequency
brand advocacy shopping
participation in extensions
trips missions
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30. Enhance the client experience"
Targeted
promo1ons
What
products
should
we
promote
to
reach
our
loyal
customers?
Flyer
op1miza1on
How
do
we
maximize
reach
&
associated
basket
spend?
Category
management
What
is
our
op;mal
offer
and
planogram?
Price
op1miza1on
The
right
price
for
the
right
product
for
the
right
customer.
Improved
Value
Proposi1on
for
our
Loyals
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31. Earning the Support of Store Operations"
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32. Moving Multi-Channel to Omni-Channel"
Single
Channel
Mul1-­‐Channel
Cross-­‐Channel
Omni-­‐Channel
Customers experience a single Multiple touch-points - still Multiple touch-points as part of Brand experience,
touch-point" acting independently" the same brand" not a channel within a brand"
Retailersʼ channel knowledge Retailers have a ʼsingle view of Retailers leverage their single
and operations exist in the customerʼ but operate in view of the customer in
technical & functional silos" functional silos" coordinated and strategic ways"
The IDEAL"
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33. Making it happen"
• Ensuring the integrity of all data being used
• Changing the way CIO’s and CMO’s work together
• Building an efficiently connected internal enterprise system
• Supported by Dunnhumby Customer Insights & IT Center of
Excellence
• Demonstrating clear ROI on the investment
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34. 2013 Focus"
• Continue to focus on retention to foster long term engagement and
battle fatigue within the loyalty lifecycle.
• Optimize the use of customer data to strengthen the relevance
& performance of our commercial strategies in an Omni Channel
environment.
• Futher refine and customize our direct communications based on
new Customer Segmentation Model.
• Maintain the same level of organizational enthusiasm
and commitment
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35. Summary"
• Loyalty is an integral part of our growth strategy.
• Customer data in all key business decisions is imperative to
succeed.
• Organizational engagement is key to the success of a customer-
centric strategy.
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36. Q&A"
Marc Giroux" Marc Fischli"
Chief Marketing & COO, International Markets!
Communications Officer!
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