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Industry NewsMetro launches revamped rewards program for Quebec

Metro launches revamped rewards program for Quebec


Metro Inc. is launching a new version of its 12-year-old rewards program for Quebec consumers “metro and moi.” Now known as MOI, the new reward program is a more personalized one that will launch in Spring 2023.

As part of the launch, Metro is partnering with RBC to offer a co-branded MOI-RBC credit card that will allow customers to earn points on all purchases at other retailers and be fully redeemable at Metro, Jean Coutu pharmacies in Quebec, Ontario and New Brunswick, Super C and Première Moisson. Jean Coutu will withdraw from the Air Miles program in the Spring of 2023 to join the MOI Rewards program.

Metro says it will offer “an enhancement of the many benefits already offered and more personalized and generous rewards” for customers of its food stores and Jean Coutu pharmacies. MOİ will include the Metro, Jean Coutu, Super C and Première Moisson banners, with more than 700 locations across Quebec. 

“Our ambition is to become the best rewards program in Quebec. With MOİ, we are focusing on the complementarity of our networks, leaders in food and pharmacy in Quebec, where more than 95% of Quebec households shop during the year. We have made significant investments to upgrade our technology and digital platforms and enable greater customization for customers which will allow them to realize significant savings,” says Eric La Flèche, President and CEO, Metro Inc.

Metro&moi launched in 2010 in Metro stores in Quebec and has more than 1.2 million active members.

“The evolution of the program was developed based on analysis to ensure that it meets and exceeds consumer expectations. The MOİ program will allow us to be even more competitive and solidify the relationship we have with customers by better contributing to their health and well-being through a program that is simple to use, accessible, provides more value and more choices in line with consumers’ tastes. It is also a tool for additional savings on the products that clients consume,” adds Alain Tadros, vice president, marketing, Metro Inc.

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