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SN Marketer of the Year award recipient Marc Giroux oversees Metro’s joint venture with Dunnhumby, and leverages the insights of that consulting and marketing services firm to influence everything from product selection and custom-tailored marketing offers to in-store operations.
Photo by Mark Skalny
Giroux on stage accepting the award at the FMI Midwinter Executive Conference.
Photo by Mark Skalny
From left to right: Aidan Tracey, Acosta chief marketing officer; Marc Giroux, Jerry Rymont, and David Orgel, SN's executive director of content and user engagement.
Photo by Mark Skalny
Giroux joined Metro in 2009, the same year Metro signed its joint-venture with London-based Dunnhumby, forming Dunnhumby Canada.
The joint venture with Dunnhumby gives Metro an exclusive partnership for Eastern Canada, and is similar to the Dunnhumby joint venture that Cincinnati-based Kroger Co. has in the U.S., which has helped that chain defend its market share as part of its Customer 1st strategy.
Giroux, working with Dunnhumby, has been able to implement a unique loyalty program that delivers rebates in the form of checks mailed every three months to customers based on their purchasing behavior.
Photo by Jean-François Lemire
That loyalty program is at the heart of the company’s overall communication efforts with its customers that have expanded into what the company calls a “digital ecosystem.”
Photo by Jean-François Lemire
The use of customer data and insights gleaned through the loyalty program — dubbed Metro & Moi (Metro & Me) — “really makes the brand come to life every day” for customers, Giroux said.
In-store signs in Quebec highlight some of the chain's customer promises including fair pricing and ease of shopping and freshness in the perishables department.
Photo by Jean-François Lemire
Metro introduced a labeling system for healthy products last October using smile icons to indicate products that are healthier choices.
Read More: Metro to launch nutrition rating program
Photo by Jean-François Lemire
A sign describes the freshness of the perishables department.
Photo by Jean-François Lemire
A Metro store in Quebec touts local products as "always a good choice." Metro has a strong heritage of connection with its local communities, according to Giroux.
View Video: Giroux says customer-centricity is core Metro strategy
Read More: Marketing at Metro: From insights to action
Photo by Jean-François Lemire
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