Leveraging Personalization on Metro’s Just for Me Program


As Metro’s digital partner, Tink was put in charge of the digital strategy, design, and implementation of the grocery chain’s Just for Me digital platform, which earned many awards, including a Grand Prix for loyalty strategy in the 2015 Boomerang competition.

As a leader in the food industry, Metro is constantly enhancing the user experience on its web and mobile channels.


  • Personalize the shopping experience for both at-home and mobile users
  • Increase the value of the average shopping cart
  • Build customer loyalty

Realisations - Strategy

Metro’s digital ecosystem is a complex technological environment. It includes more than 10 external systems and aims to deliver a fully personalized customer experience while ensuring data integrity and consistency. The Just for Me program is fully integrated into this digital ecosystem. It provides users with a personalized experience based on their shopping habits at Metro, allowing them to benefit from the best deals on the products they buy, week after week.

Accessible online and via mobile device (iOS and Android), the Just for Me program makes it easier to plan weekly purchases and offers a personalized dashboard to members in Quebec and Ontario. At a glance, the customer can view their points balance, find personalized coupons, and see their personalized flyer (reorganized according to their preferences). What’s more, the My Usuals section makes it easier for the user to add frequently purchased items to their grocery list.

Realisations - Creation

Synergy between various systems allows for a cohesive, seamless experience. Everything is personalized and interconnected to create a truly unique experience: purchase data from the metro&moi loyalty account, grocery list items, recipes from, weekly menu recipes—even coupons and flyer offers.

The Just for Me section has a clean and simple design to ensure it is enjoyable to use on a daily basis. Iconography is heavily relied upon as a way to distinguish between the different types of content on a single screen.


The new Just for Me section has had a significant impact since its launch in the spring of 2015:

  • Number of new Metro accounts: + 20%
  • Number of page views: + 30%
  • Number of linked metro&moi cards: + 30%
Visit the Metro website. (opens new window)