Canadian Retailer - Fall 2013 - 19

from June, 2013, Metro.ca, which
provides more than 4,500 recipes,
is already the most frequented food
retailer website in Canada with more
than 700,000 unique visitors per
month. And, at last count, Metro's
Facebook page had 250,000 and
99,000 fans respectively in Quebec
and Ontario, making Metro the most
popular grocery retailer on Facebook
in Canada.
"This online strategy is made up
of the metro.ca website, which has
been completely transformed, and
a new iPhone application," explains
Gino Plevano, senior director, digital strategy and platforms at Metro.
"Both platforms work together. This
system allows users to: manage their
grocery shopping list, receive customized promotional offers in the
form of coupons, find a store, and
to consult the flyer and a menu that
suits their needs for the week.
"The My Metro App also gives
customers access to customized
metro&moi or Air Miles offers," Plevano adds. "The new website is more
user-friendly, more intuitive, richer,
better integrated and, most of all,
more personalized."
The development of Metro's new
digital strategy required 18 months
of in-house work. Following My Metro's launch, it was ranked the No.1
most downloaded App in the Food
and Beverage section.
"The ecosystem was designed to facilitate customers' purchasing cycles,
to give them more inspiration and
savings and develop an even more
personalized relationship with them
that takes their needs, tastes and
lifestyle into consideration," Plevano
explains. "It allows users to manage
their purchases before, during and
after their trip to the grocery store."
Users who are also metro&moi
members (in Quebec) can use their
iPhone mobile device at the checkout as their metro&moi card and to
redeem their personalized coupons.
Metro uses the transactional data collected at the store level to personalize
the consumers' experience by giving

them more relevant content and offers
based on their shopping habits.
"Successful retailers carry products
their customers want," Plevano says.
"At Metro, we are tailoring our product selection at the local level with the
use of many tools and information.
This is done in a way that the store
operators don't have access to their
shopper's customer data."
Plevano says that in-store technology
shouldn't be a barrier to innovation.

626440_Sherrard.indd 1

"The increasing use of smart phones
is opening new opportunities for retailers including how to leverage these devices in the store," Plevano concludes.
"Metro's new App allows customers
to build and access their shopping
list right in the store, organized by
department where the consumer can
tick items off as they are added to the
shopping cart. The App also has coupons and, in Quebec, the metro&moi
loyalty card."

Highly
Engaged
Employees
& Remaining
Union-Free
They have a lot in common.
Both depend on great leadership
at all levels of management. The
ability to balance the needs of the
business with those of employees.
At Sherrard Kuzz LLP we help our
retail clients strike that balance.
We partner with them to identify,
train and develop highly engaged
managers and workplace leaders.
A union-free workplace is one
of the many collateral benefits.
It's how we help our retail
clients succeed.

Main 416.603.0700
24 Hour 416.420.0738
www.sherrardkuzz.com

13/03/13 11:35 PM

www.retailcouncil.org/cdnretailer | fall 2013 | canadian retailer |

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Canadian Retailer - Fall 2013

Table of Contents for the Digital Edition of Canadian Retailer - Fall 2013