METRO AG - METRO Group

Metro Wholesale
The cash-and-carry concept
The cash-and-carry business, established in
1964 as a special form of self-service wholesaling,
forms the basis and core of Metro’s
activities. The crucial keys to success in this
type of outlet are
Broad range of products with high availability,
Low costs passed on in the form of
reasonable prices,
Direct advertising,
Preferential treatment,
Use of the most up-to-date organizational,
information and management tools,
Flat hierarchical structures,
Ability to multiply.
The Metro model was successful from the
outset. Thanks to a clearly defined structure,
it was possible to transfer the C&C sales outlet
concept to new countries quickly. Numerous
stores have been established in Germany and
in another 18 countries, some operating within
a long-standing partnership under the Makro
name.
Metro C&C
As the largest entity within international C&C
business, Metro Wholesale in Germany has in
its 50 wholesale outlets a potential clientele of
2.8 million traders and institutional bulk consumers.
A cohesive merchandise information
system makes it possible not only to define customer
groups exactly but also to provide over
1.5 million buyers with information and assistance
every other week through direct advertising
media. Further development and market
adjustment of this cash-and-carry concept, which
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has been successful for over 30 years, have
made Metro C&C one of the most important
sources of supply especially for small and medium-sized
traders.
The range is geared to the overall operating
needs of commercial customers. It comprises
about 15,000 food and 20,000 nonfood items,
including a full range of food, beverages and
tobacco, and a basic assortment of other consumer
goods, albeit covering all the essential
nonfood product categories.
Great importance is attached to expanding
and developing qualitatively the range of fresh
foods so as to meet the needs of customers and
strengthen ties with them. The concept rests on
guaranteeing the freshness and optimizing the
presentation of the goods offered. Demand for
high quality calls for staffing adjustments in
the fruit and vegetable, meat and delicatessen
areas, as the only way to reliably ensure compliance
with readiness for sale and freshness
guarantees.
Customers can obtain advice from regional
consultants attached to each C&C store. Instore
goods presentation is clear, meeting self-service
criteria while helping to cut shopping time. Customers
select their goods, pay for them in cash,
and carry them away.
A cohesive merchandise information system
allows individual C&C stores to purchase
goods according to their needs, enabling not
only low inventory levels but also minimum
capital tie-up.