Metro’s newest addition to its digital roster, Just for Me, was created just for its shoppers.
On Tuesday the retailer launched a new element of its digital strategy for its website and My Metro app that the company said will help personalize each customer’s shopping experience.
Just for Me uses data gathered from the retailer’s loyalty program to generate a personalized flyer showing weekly specials organized according to each customer’s purchasing preferences.
“We’re able to use the data gained from the six million members of our loyalty programs,” Marc Giroux, vice-president of marketing and communications at Metro, told Canadian Grocer. With the help of Dunnhumby, a British-based loyalty program provider known for its expertise in customer data analysis, Metro is able to analyze the eating and basket preferences of each shopper.
One interesting feature of Just for Me is a called “My Usuals.” It generates a list of products usually purchased by members of Metro’s loyalty card programs–metro & moi in Quebec and Air Miles in Ontario. Since the average customer’s eating and purchasing habits vary depending on the time of year, the My Usuals portion of the app adjusts depending on the season.
Giroux said that he believes that Metro is the first retailer in North America to offer such an extensive personalization strategy. “We’ve prioritized our technology investment to create a personalized digital ecosystem that really reaches the masses,” he said.
So far, Metro’s investment in digital seems to have paid off. According to Comscore data published last year, consumers with the My Metro app use it more than twice a week, and traffic coming from mobile devices on metro.ca increased by 57% between 2013 and 2014.
Giroux said Metro had more than 80 million targeted contacts with its customers in 2014 through its website, mobile app, newsletters and print material. He expects that number to surpass 100 million in 2015.
“With our customer focused strategy, delivering a relevant customer experience in-store and online has been a priority for the last five years,” he said.