Metro partners with Foodlavie

The chain hopes a strategic partnership with the foodie site will drive more grocery purchases online.
Foodlavie

Metro is hoping its customers love Foodlavie enough to boost its online grocery services.

The grocer is joining forces with the popular Quebec digital publication, leveraging the foodie site’s two million monthly page views, nearly 80,000 Facebook followers, culinary influencers, cooking instructional videos, and listicles. Most importantly, it will tap into the site’s extensive database of 5,000 plus recipes.

The partnership allows visitors to the site to select ingredients from featured recipes and have them delivered by selecting the “shop this recipe” icon. A pop-up window then appears, with all of the ingredients selected and ready to be purchased at Metro.ca. There is also a “trade” button, which allows consumers to select a similar product from a different brand for the same recipe.

The purchases are completed on Metro’s website, where users can also add supplementary grocery items. And between May 23 and June 12, the grocer is offering free delivery as well as $35 in free products for any shoppers who enter a promo code.

Gino Plevano, vice president, digital strategy and online shopping, Metro, tells strategy that the Foodlavie partnership is a natural bridge between inspiration and purchase (the tagline exemplifies this: “Go from recipe to plate with Foodlavie and Metro.”). The target, he says, is mainly women who like to cook and look for inspiration. Women represent on average 75% of Foodlavie’s traffic. He adds that the move was driven by customer feedback and an increase in traffic on Metro.ca’s recipe sections.

According to Plevano, it is an opportunity for Metro to bring new consumers to its ecommerce platform and to reinforce the convenience of online shopping. He says the brand is offering both click-and-collect, as well as home delivery services, but that delivery is resonating more with its convenience-seeking base. He would not offer specifics about relative growth between the two categories, except to say that it has been strong.

When it comes to grocery, online shopping has not yet been satiated, representing less than 2% of the total grocery market of approximately $120 billion, according to Dalhousie retail analyst Sylvain Charlebois. Canada is still playing catch-up with several other industrialized countries – Ireland and the United Kingdom’s online grocery sales are at 7.5%, while France sits at 5.5%.

“We have a largely distributed population, so lots of investment in grocery goes back into logistics and supply chain,” according to Jason Dubroy, VP, managing director at TrackyLocke Canada. He tells strategy that there was a brief push toward the cashier-less checkout and to eliminate payment hurdles, but now, grocery “investment is translating more to online, and retailers are creating their own precision marketing capabilities that are monetizing their data.”