PRIvATe LABeLS LOyALTy meTRO 2014 ANNUAL RePORT RevIew OF OPeRATIONS 8 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. 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.