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## PRIvATe LABeLS 

we added 350 new products to our portfolio, including 91 Irresistibles Life Smart products. our products won honours at the 2014 store Brands Innovation Awards, winning no fewer than seven awards. At the 21 st  Canadian new Products Awards Grand Prix, MeTRo won three of the six awards handed out to private label products. Finally, for the second straight year, our products won awards in three categories at the PlMA (Private label Manufacturers Association) Awards. 

## LOyALTy 

Because the customer is at the heart of our strategy and guides all of our activities, our loyalty programs ( metro&moi in Québec and Air Miles in ontario) continue to evolve towards greater personalization in order to better engage our customers. 

we are increasing our personalized offers to members to reward them more for choosing Metro to make their food purchases, notably with targeted offers by email and regular mail. our bank of offers for these activities is constantly being enriched so that we can always offer more variety and products that correspond to the purchasing habits of our members. we developed a newsletter, The Flash , which is sent out to members every week, in both Québec and ontario. That way we can remind them to get their personalized coupons at metro.ca  every week, along with lots of other information promoting all of the advantages of our loyalty programs. 

