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NRF 2013 Theater: Delivering Personalized Content to Shoppers on the Go

Have you heard of retail’s biggest event, NRF 2013 ?

Held in New York City each January, this year’s event brought together more than 27,000 people from the retail industry to hear the best and brightest speakers, thought leaders, and industry experts. In the Expo, you can see the latest in retail technology and more.  I love this event – I get to reconnect with some of the most amazing people !

At NRF13, the Société de transport de Montréal (STM), voted the best public transit system in North America, shared their success story with SAP Precision Retailing solutions. By implementing SAP solutions, STM was able to partner with other local businesses to bring a real-time and personalized consumer experience to their 1 million OPUS Card users.


STM’s Pierre Bourbonniere, Director of Marketing, shared innovative ways of engaging their customers.

The Scenario:

Because STM customers are constantly on the move, the organization wanted to find innovative ways to reach their riders.  Looking to get away from the traditional marketing tactics of cards and value points, STM wanted to offer riders a customized experience based on location. By partnering with retailers and venues, STM wanted to streamline the process of offering customers services and offers through one single mobile app.

The Choice:

SAP Precision Retailing gave STM the ability to understand what their customers really needed in that very moment –  geo-location being the heart of the consumer experience.  Based on a consumer’s location, STM and its partners were able to push personalized offers, events, and services suggestions
to riders’ smartphones, driving traffic from the transit system to the store or the next consumer experience.

The Result:

With SAP Precision Retailing solutions, STM rolled out the innovative “STM Merci” mobile app. OPUS cardholders enter their card information into the app to be saved and stored within the mobile device.  The mobile app then uses geo-location services and previous consumer behavior data to push customized offers and deals specific and customized to each STM customer.

Pierre is one of the most innovative marketing people I’ve come across – using a retail solution to connect over 240 retailers and 1000 venues for events, museums, and more was a stroke of genius.  In my mind, it was obvious how a single retailer could use this solution to deliver real-time promotions and offers based on interests and preferences. STM has taken it to a whole new level – and I’m sure it will delight their customers, riders of one of the busiest transit systems in the world.

For more information about the SAP Precision Retailing solution, please visit:

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