The Metro banner, with its 362 stores including 102 newly launched Metro Plus stores, is a leading Québec and Ontario supermarket chain. The Metro banner aims to fulfill the needs of today’s customers, offering a wide variety of products.
Metro was aiming to support its customers in their food purchasing process by transposing each shopping steps on a mobile application.
Benefiting the customer through a simplified purchasing process, while allowing Metro to acquire and offer customers and members of the metro & me loyalty program special offers and personalized content based on their purchases and preferences.
Understand the organizational, business, market and technological contexts. Participate in the analysis of the client's ecosystem as well as the competitive landscape. Identify opportunities, competitive gaps and industry best practices.
Outline the experience strategy roadmap, map out user stories and journeys, carry out the design and implementation while maintaining the initial vision throughout the whole production process.
By doing a competitive analysis as well as a heuristic evaluation of several health portals, we identified the industry’s best practices from a content and ergonomic perspective, special attention was also paid to what would be an optimal information architecture for the type of content and tools that would be available on the new website.
Although the positioning of the health content was always a priority, it was also imperative to present the interesting commercial offer of the Brunet pharmacies. The beauty products and services area was to hold an important place, it was also important to highlight some elements such as the branch locator, weekly flyer, contests, and events in order to better serve franchisees of the brand. Work was also undertaken to enhance the presence of some existing tools, including the MaSanté program which allows users to access a variety of information, their pharmaceutical history, tracking tools, reminders and prescription renewals.
The Metro mobile application allows users to manage their grocery shopping, before, during and after their trip to the store.
Metro innovates with a 100% integrated experience, for each item present in the grocery list, the application suggests savings according to the flyer, coupons of the week and healthy choices.
In sync with the whole Metro ecosystem, the mobile application generates personalized coupons based on the customer preferences and purchase history.