1) The document discusses Metro Inc.'s strategy to personalize the customer experience across digital and physical channels in order to increase customer loyalty and sales.
2) Key aspects of the strategy include developing a single customer view, personalized direct marketing campaigns, and coordinating offers across channels.
3) The goals are to attract new customers, increase basket size and shopping frequency through more relevant recommendations and rewards.
2. Agenda
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
2
3. How Canada is viewed by Canadians ?
http://www.youtube.com/watch?v=G9uGaw-sKLE
3
4. Canadian Grocery Market
Total CDN Grocery
Spend
WestCanada 31%
Total Market
$83 billions
Ontario 38%
Quebec and Ontario
63%
Quebec 25% Canada Atlantics 6%
Source: Nielsen MarketTrack
4
10. Our insights and strategic
dunnhumby is the world’s
process help clients create
leading customer science
competitive advantage
company
and enjoy sustained
growth
We analyze data and apply insights
from more than 400 million customers
across the globe to create better
Category
customer experiences and build loyalty.
Management
We analyze 230 million baskets per
week, across the globe. That’s 1.3
billion items per week.
10
11. A Global Leader
dunnhumby and metro Canada, partners since 2009
A unprecedented partnership in Canada
Joint 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.
11
13. Client Strategy
Targeted Acquisition and Loyalty
23% of loyal customers = 63% revenues
Category management
Tools and collaborative processes in place
with suppliers on all category drivers :
Assortment – Promo Evaluation –
LaunchPad –Merchandising Decision Tree
- Price – Category Healthcheck
Marketing
Lifestyles and Customers Segmentations
Customers Strategies, Priorisation, ROI
Personalisation
create a personalised experience for
Metro’s customers across all
channels, connecting with them
before, during and after they shop, in13
a
meaningful way to win their loyalty 13
15. « I get more of what I want »
It’s more than
loyalty, personnalisation, digital
15
16. Customer focus,
in all workplans !
Board
• Customer store reports
Store
Operations
• 5 promises training
• Newsletter
Customer
Supply
Chain
•Governance model
•Customer loyalty dashboard
•Budgets integration
Procurement,
Category
Management
….
•Training
•Steering committee
3 weeks
•New tools
•Dashboards
•Availability
•Inventory
16
17. Our Approach
Attract &
engage
customers
Reward our
customers
+
Building long-term
relationship through
their life cycle.
To shop in our stores
and encourage them
to come back.
Make better
business
decisions
with data
+
Increase the
average
basket &
frequency
=
To better understand our
customers and inform our
business decisions.
Increase Metro’s
brand value
17
18. Metro loyalty schemes
Quebec: 40% of households
Ontario: 75% members of a coalition
loyalty scheme, 45% Metro shoppers
17
20. Building Customer Relationship
Our daily challenge = deliver a personalised retail experience
for 3 million customers
For each customer, identify preferences to deliver a relevant
20
offering
21. Digital Grows Loyalty
1
Metro online
customers are
members of
Metro loyalty
schemes
2
LOYALTY
Online engaged
customers
3
Occasional online
customers
Source dunnhumby Canada, online customers analyses and segmentations
21
24. An Integrated Eco-System
NEWSLETTER
METRO.CA
Most popular grocer site in
Canada
Re-launched in Sept „13
700 000 unique visitors*
2 millions visits
FACEBOOK
450 000 subscribers
Most popular grocer page
in Canada
Québec: 250 000 fans
Ontario :100 000 fans
MOBILE
Launched in
Sept ‟13
More than 2.5M contacts every month (growing fast)
* comScore, June 2013
24
24
26. 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
26
27. Customer Language : embedded in data model
In store:
Online:
Cereals
Grocery
Breakfast
Kellogg’s
Coco
Pops
27
28. One view of Customer, recognizable at individual level
CONVENIENCE
VALUE
PREFERENCES
CHOICE
VALUE
TASTES
CONVENIENCE
EMOTIONS
VALUE
28
33. 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.
33
36. Evolution of Customers Contact Points
- Metro loyalty
programme
• Personalized
Coupons
• Reward
Vouchers
- Best Customer
Mailing
• Personalized
coupons every
week
- CPG’s Brands
Mailing
• Customer
Weekly Menu
- Local Marketing
Personalized
Direct Mail
Communications
Customer
Strategy Launch
Personalized Direct
Mail Campaigns
Digital
Communications
• E-mailed offers
One single
customer
view
Offers and channels
coordination per
customer
36
37. The Power of Multi-Channel Personnalisation
MQM
Basket
X1,6 to x2
Frequency
X3 to x6
Best Customer
Mailing
Web Coupons
Source : dunnhumby Canada
37
38. 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
38
http://www.youtube.com/watch?v=G9uGaw-sKLEGino - permettre de vous evader un peut et voirnotre grand pays
Gino- pres de 2/3 du marche se trouve au Quebec et en Ontario où Metro est present- qui est MetroTaille du territoire + contrainteslogistiquesPays = 35 millions de personnes (France = 26 Millions d’habitants) et surface = 16 fois la surface de la FranceMetro = 2/3 de la population du pays – 70% de la population le long du St LaurentPopulation multiculturelle et ethniquedans les grandesvilles et tres locale en region2 langue21% d’accroissement des surfaces commerciales* pour 1,8% de croissance des ventes - *CompoundedAverageGrowth Rate of sqft (06 to 09)Progression de WalMart #1 discount mondial et Target
Gino - chaine de 718 magasins avec un chiffred'affaire de 8.5 milliard d'Euros - opere 5 grandesbannieres
SophieIt might be more powerful instead of saying 2,500 employees, to talk about how much data we analyse. So you could say “we analyse 230 million baskets per week, across the globe. That’s 1.3 BILLION items per week”
SophieAs a global company, we have a bigger understanding of shopper behaviour around the world. However, we don’t just take what we do in the UK and transfer that to other countries. In the UK the number one product is bananas. In China the number one product is prawns. What we do in each market is different. We let your local data tell us what your customers are doing.
Sophie400 marques
Sophieto create a personalised experience for customers across all channels, connecting with them before, during and after they shop, in a meaningful way to win their loyalty
GinoIl y a 3 ans metro a deployeunestrategie de personnalisation client
Gino- La vision pour le client: I get more I want... J'ai plus de cequej'aime- depasse le lancement d'un programme de loyaute
Gino - SophieMessage : uneapproche- notreobjectifestd'augmenter la valeur pour l'entreprise. On y arrive en attirant les bons clients, en les recompensant et en utilisant les donneesrecoltees pour prendre de meilleurs decisions d'affaires. - Des outilssontmis à la dispositions des fournisseursafin de travailler avec les donneesprovenant du programme de poyaute, ilssont en mesure, avec nosequipes commercial, d'ajuster le mix produits / promotions en fonction de la connaissance client.
Gino- le programme de loyaute qui permetd'accumulerl'information client a connu un succèsimpressionnant. - 40% des menages au Quebec sontmembres. - En Ontario, nous participons avec un programme de coalition qui a une penetration de 75% des menagesdont 45% sont des shoppers metro.
Gino- une des raisons de cesuccesestque le programmeest tangible. - Tout les 3 mois, les membresrecoivent un cheques de remise valide pour leur prochain achat avec des coupons ciblessurcequ'ilsachetent.- voiciquelques pub telefaisant la promotion du programme
SophiePersonalisation x Volume
SophieMessage : impact prouveTravail = engagement et retention sur le digital1 Client sur le digital = les loyaux Metro2 parmiceux-ci, on a des clients + actifs en ligne3 on constate un acroissement de leurfidelite en magasin
- la strategie digital est le dernier aspect de la strategie de personnalisation a etredeploye.
Gino- en Septembre dernier, le site a étérevampe et une application mobile a étélancée. Voici le spot tele qui a supportecelancement (sophie: je croisque je t'aidonne le fichier tu as le fichiersinon, le video explicatif du site estsuryoutube, l'adresseestdejadans la presentation)- le traffic sur le site a augmente de plus de 50% et plus de 100,000 personnesonttelechargel'application
Sophie
Sophie
Sophie
Sophie
Sophie
Sophie
Personalized multi-channel contact is highly effective : on store frequency as well as instore average basket