Supermarket chain Metro will launch its own loyalty card program in Quebec City this week–the harbinger of a province-wide program offering savings to customers and allowing the company to mine consumer shopping patterns.
The Montreal-based retailer said the Metro&Moi (Metro&Me) rewards program will first be available in 26 stores in the provincial capital region starting Thursday. Cards are free.
Patrons can accumulate points to reduce future shopping bills.
Metro Inc. has said it has no immediate plans to replace Air Miles outside Quebec. Within the province, that loyalty card is exclusively linked with the rival IGA chain.
The introduction of Metro’s loyalty card comes about five months after it got together with Dunnhumby, a consulting and marketing services agency that has helped supermarket chains in the United States, Britain and France.
The Metro program will be rolled out across the province later in 2010, although no date has been announced.
Marc Giroux, Metro’s vice-president marketing, said the new program is easy to use and allows customers to save money.
He called the program an important milestone in the company’s history that will help to redefine its relationship with loyal shoppers.
Unlike other programs that reward purchases at a minimum level that can be as high as $20, Metro’s version will provide one “m” point for each dollar spent on groceries.
Every week, the Metro flyer will feature promotions that give bonus points.
With annual sales exceeding $11 billion, Metro is one of the biggest supermarket chains in Canada, operating nearly 600 stores under the Metro, Metro Plus, GP, Super C and Food Basics banners. It also has more than 250 drugstores.
