Digital Personalisation and Client StrategyMetro, Inc. - Canada

Gino Plevano & Sophie Schwartz

#rdvducatman@sophieschwartz

December 11th 2013, Paris

Agenda

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Metro Canada & dunnhumby

Bringing the Concept to Reality• Customer Personalisation Strategy

« I get more of what I want »• Digital For a New Customer Experience• Multi-Channel Power to Omni-Channel

Summary

How Canada is viewed by Canadians ?

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http://www.youtube.com/watch?v=G9uGaw-sKLE

Canadian Grocery MarketTotal Market$83 billions

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Quebec and Ontario63%

Total CDN Grocery Spend

WestCanada 31% Ontario 38% Quebec 25% Canada Atlantics 6%

Source: Nielsen MarketTrack

Metro Inc.

718 stores 65,000 employees 15 distribution centersSales 12 billion CAD (8,5 billion EUR)

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358 conventional supermarkets

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201 soft discounts

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New Premium Concepts

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7 ethnic supermarkets ethniques

152 pharmacies

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dunnhumby is the world’s

leading customer science

company

CategoryManagement

We analyze data and apply insights

from more than 400 million customers

across the globe to create better

customer experiences and build loyalty.

We analyze 230 million baskets per

week, across the globe. That’s 1.3

billion items per week.

Our insights and strategic

process help clients create

competitive advantage

and enjoy sustained

growth

A Global Leader

dunnhumby and metro Canada, partners since 2009

A unprecedented partnership in CanadaJoint Venture 50% Metro Inc, 50% dunnhumby ltd.

3 offices : Montreal– Toronto – Gurgaon

We help Metro Inc make better customer-centric business decisions across its 4 banners, conventional and discounts.

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MarketingLifestyles and Customers SegmentationsCustomers Strategies, Priorisation, ROI

Client StrategyTargeted Acquisition and Loyalty23% of loyal customers = 63% revenues

Category managementTools and collaborative processes in place with suppliers on all category drivers :

Assortment – Promo Evaluation – LaunchPad –Merchandising Decision Tree - Price – Category Healthcheck

Personalisationcreate a personalised experience for Metro’s customers across all channels, connecting with them before, during and after they shop, in a meaningful way to win their loyalty 13

CUSTOMER PERSONALISATION STRATEGY

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« I get more of what I want »

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It’s more than loyalty, personnalisation, digital

Customer focus,in all workplans !

Customer

Board

Procurement, Category

Management….

Supply Chain

Store Operations

•Governance model•Customer loyalty dashboard•Budgets integration

•Dashboards •Availability• Inventory

•Customer store reports•5 promises training •Newsletter

•Training•Steering committee 3 weeks

•New tools

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Our Approach

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Building long-term relationship through their life cycle.

To shop in our stores and encourage them to come back.

To better understand our customers and inform our business decisions.

Increase Metro’s brand value

+ + =

Attract & engage customers

Reward our customers

Make better business decisions with data

Increase the average basket & frequency

Metro loyalty schemesQuebec: 40% of householdsOntario: 75% members of a coalition loyalty scheme, 45% Metro shoppers

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Building Customer Relationship

Our daily challenge = deliver a personalised retail experience for 3 million customers

For each customer, identify preferences to deliver a relevant offering 20

Digital Grows Loyalty

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Occasional online customers

Online engaged customers

Source dunnhumby Canada, online customers analyses and segmentations

LOYALTY Metro online customers are members of

Metro loyalty schemes

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DIGITAL FOR A NEW CUSTOMER EXPERIENCE

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PLAN

SHOP

CONSUME

RESEARCH

TRIGGER

TRIG

GE

R

TRIG

GER

COMPARE& FILTER

CREATELIST

ENTERSTORE

PAY, SAVE& GET

REWARDS

SEEK

BROWSE

DISCOVER

UNPACK &ORGANIZE

ASSESS

PLANMEAL

PREPARE

COOK

EAT

REVIEW& SHARE

CONSUMERJOURNEY

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METRO.CA NEWSLETTER FACEBOOK MOBILE

* comScore, June 2013

An Integrated Eco-System

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Most popular grocer page in Canada

Québec: 250 000 fans Ontario :100 000 fans

Most popular grocer site in Canada

Re-launched in Sept ‘13700 000 unique visitors*

2 millions visits

450 000 subscribers Launched in Sept ’13

More than 2.5M contacts every month (growing fast)

New Metro.ca

http://www.youtube.com/watch?v=lzT-vtH_OgI

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4 Key Success Factors to deliver online« I get more of what I want »

Customer Language

One view of Customer

On-Offline Transactional Strategy

Content Marketing Strategy

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$

Customer Language : embedded in data model

Cereals

Kellogg’s

Coco PopsBreakfast

Grocery

In store: Online:

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EMOTIONS

VALUE

CHOICECONVENIENCEVALUE

PREFERENCES TASTES

CONVENIENCE

VALUE

One view of Customer, recognizable at individual level

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On-Offline Transactional Strategy$

“Every week, I get My New Personalized Coupons”

7 Million customersand more

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SophieWeek of December 12th

GinoWeek of December 12th

“What do we eat today ? Metro proposes me recipes that meet my preferences.”

4,500recipes

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Content Marketing Strategy

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30% Canadians browse on the web to find ideas for their grocery shopping

In the US, 80% of mothers, Who are most often the household decision maker too, find their recipes in the web.

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FOODIES

GENERIC

MULTI-CHANNEL POWER TO OMNI-CHANNEL

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Evolution of Customers Contact Points

Customer Strategy Launch - Metro loyalty

programme

Personalized Direct Mail Communications• Personalized

Coupons• Reward

Vouchers

Personalized Direct Mail Campaigns- Best Customer

Mailing- CPG’s Brands

Mailing- Local Marketing

Digital Communications • Personalized

coupons every week

• Customer Weekly Menu

• E-mailed offers

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Offers and channels coordination per customer

One single customer view

MQM

The Power of Multi-Channel Personnalisation

FrequencyX3 to x6

BasketX1,6 to x2

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Source : dunnhumby Canada

Summary

Think big and move forward in an agile mode

It’s not about the technology

No lifelong online customer : work on retention and acquisition

Personnalisation is the starting point to an enriched web experience

Change management for the whole organization

Digital is about continuous improvements

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Thank you!

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Gino Plevanogino.plevano@metro.ca

Sophie Schwartzsophie.schwartz@dunnhumby.com@sophieschwartz