Metro set to roll out new Moi rewards program to about 900 stores

Canadian food and drug retailer Metro Inc. this week is slated to launch its Moi rewards program at roughly 200 more stores than originally planned when the loyalty platform was announced last fall. 

Plans now call for nearly 900 stores under the Metro, Super C, Brunet and Première Moisson banners in Quebec and all Jean Coutu drug stores in Quebec, Ontario and New Brunswick to go live with Moi rewards on Thursday, Montreal-based Metro said Tuesday.

When announcing Moi’s spring 2023 rollout in late September, Metro had said the rewards program would kick off at 700-plus stores in Quebec. The company also said at the time that the Jean Coutu network would exit the Air Miles program, its previous loyalty plan partner, by this spring to participate in Moi—a transition that is now completed.

Moi marks an evolution of the metro&moi loyalty program, launched in 2010, and will bring more personalized and “generous” rewards for grocery customers and pharmacy patients, according to Metro. The retailer said Moi incorporates learnings over the past 12 years from metro&moi, a top 10 rewards program in Canada, with over 1.2 million members, and ranked No. 1 in personalization in a Léger Marketing study.

“The launch of Moi marks a major milestone in the company’s overall digital strategy as, for the first time, customers will be able to take full advantage of the complementary nature of our food and pharmacy networks,” Alain Tadros, vice president of marketing at Metro, said in a statement.

Moi stands out from the previous metro&moi program by providing more personalized rewards and the ability to earn and redeem points faster and in multiple ways, Metro noted. / Photo courtesy of Metro

Moi is designed to bring more value to customers by offering multiple ways to earn and redeem points on food, beauty care, health care and pharmacy purchases. Points are earned for each dollar spent at Metro, Jean Coutu, Brunet and Première Moisson, and now shoppers can instantly redeem points at checkout when their balance reaches 500 points, whereas previously they had to wait for a reward certificate, Metro noted.

Members also can build up points faster via personalized offers, additional point offers in flyers and stores, special prizes and exclusive contests at the five participating retail banners.

“We are thus uniting the voices of five major retailers where 97% of Quebec households shop during the year,” Tadros added. “Together, these five banners form the largest network of food and pharmacy in Quebec.”

Royal Bank of Canada (RBC), Canada’s largest bank, is a key partner in the Moi program. Plans call for RBC to roll out the Moi RBC Visa credit card on Thursday.

The co-branded card will enable holders to earn double Moi points on eligible purchases at participating Metro, Super C, Brunet,  Première Moisson and Jean Coutu stores in Quebec, Ontario and New Brunswick, as well as on purchases in everyday spending categories—such as dining, fuel and electric vehicle charging—when paying with the card. Cardholders also can earn 1X the Moi points everywhere else and access savings and offers from Avion Rewards’ network of merchant partners, including Petro-Canada and RONA, Lowe’s and Réno-Dépôt. The Moi points will be fully redeemable at Metro, Jean Coutu, Super C, Brunet and Première Moisson, Metro said.

Shoppers sign up for Moi at the moiprogram.ca website or by downloading the apps to access the digital Moi card and receive personalized offers from each banner. Metro noted that metro&moi members automatically benefit from extra advantages offered via participating banners.

Overall, Metro’s retail base in Quebec, Ontario and New Brunswick includes 975 food stores under the Metro, Metro Plus, Super C, Food Basics, Adonis, Marché Richelieu and Première Moisson banners as well as 645 drugstores and pharmacies under the Jean Coutu, Brunet, Metro Pharmacy and Food Basics Pharmacy banners.