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Metro Enhancing and personalizing the customer experience

Since launching the app in fall 2013:

160,000 downloads
7.5 million discount coupons offered
1 million products added to users’ grocery lists
Context

Customer acquisition and retention

Faced with growing competition in the food sector, Metro wanted to enhance the multichannel experience of its customers and loyalty program members.

OBJECTIVES

  • Acquire new customers
  • Increase average shopping cart value
  • Build customer loyalty
Strategy

A simplified buying process

The chosen strategy consisted in accompanying consumers throughout the food buying process by representing each shopping step on the app. This simplifies the purchasing process for the customer.

PERSONALIZED OFFERS

The idea was to acquire customers and new sign-ups for the metro&moi rewards program and build loyalty through personalized offers and content based on their consumption patterns.

Creation

A clean and simple design

The synergy between the different sections of the app helped create a unified, consistent experience. The purchasing data from the metro&moi loyalty program, grocery list items, recipes from the Metro.ca site, weekly menu recipes—everything was personalized and interconnected for a truly unique experience.

DESIGN

Packed with content and functionalities, the Metro app features simple and clean graphic design to provide enjoyable everyday use. Icons are used everywhere to help users differentiate the various types of content on a single screen.

Technology

Passbook

Metro took it a step further by opting for Passbook integration, giving customers the possibility of scanning their Metro card and product bar codes to receive discounts. This digital approach, aimed at personalizing and interconnecting data, enhances the customer experience.

Innovation

Apple Watch app

Metro’s digital ecosystem is constantly evolving. This innovative company launched Canada’s very first Apple Watch app allowing users to add and check off items on a grocery list. Designed to simplify and personalize the consumer shopping experience, this is an extension of the mobile app.

Google Play App Store