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METRO GROUP : ANNUAL REPORT 2010 : BUSINESS
→ GROUP MANAGEMENT REPORT : 12. SUPPLEMENTARy ANd FORECAST REPORT
Future sales markets
On the balance sheet date, METRO GROUP was operating in
33 countries in Europe, Asia and Africa. we aim to continue
to grow through existing and new locations in these markets.
we are conducting feasibility studies to examine expansion
opportunities for our sales divisions in other countries. In
general, we enter new markets by first opening a Metro
Cash & Carry store. depending on the respective country’s
development status in terms of market maturity and potential,
entry opportunities for Real and Media Markt and Saturn
may subsequently arise as well. Entry into additional markets
is not planned for Galeria Kaufhof.
In November 2010, Media Markt opened its first Chinese
consumer electronics store in Shanghai. Experts project
that the sales market for consumer electronics in China will
grow from €82 billion to €180 billion over the next five years.
In this rapidly growing market, we are planning to open 10
Media Markt stores by the end of 2012 in Shanghai. Following
the successful conclusion of this first phase, we are planning
an additional expansion phase starting in 2013 by adding
more than 100 Media Markt stores in China.
New sales potential is also emerging through new sales
channels, particularly through the Internet. As smart
phones and tablet personal computers, in particular,
become increasingly prevalent, customers have constant
access to the Internet. All METRO GROUP sales divisions are
addressing this development by expanding their multichannel
product presence. In addition to technical solutions such
as applications, METRO GROUP also offers its customers a
broad range of products and value-added services online. In
this process, the stationary business serves as a pick-up
point, if desired, and ensures personal contact. Customers
have recognised that this opportunity is not offered by providers
operating strictly online.
Future sales formats, technologies and processes/future
products and services
we continually work on the further development of our sales
formats in the areas of customer approaches, product offers
and processes. This work builds on continuous analyses of
constantly changing customer requirements. The findings of
these analyses also flow into the new sales formats we
design and regularly test. These include smaller, downtown
Metro Cash & Carry stores that specialise in supplying
nearby hotels and restaurants as well as sales formats such
as “Metro drive” and “Real drive”, in which commercial cus-
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tomers and consumers can pre-order goods online and then
pick up the prepared order at these stores.
All sales divisions are focusing on own-brand products in
their merchandise management. The existing extensive
product range will be expanded in 2011. The sales division
Media Markt and Saturn has now been offering its first
exclusive-brand products since 2010 and will markedly
expand this product range in 2011.
The products and services offered by our sales divisions are
geared to customer needs and shopping habits. The industry
continuously provides all sales divisions with innovative
products. New products in consumer electronics, in particular,
generate the most interest. we expect numerous
new products to be unveiled in 2011 and 2012.
The industry is also continuously introducing new products
in the area of consumer goods and durables. In this area, we
work together with suppliers and serve as an interface
between suppliers and customers. however, not all new
products are destined for lasting success and are subsequently
replaced by other innovations. due to the large
amount of new products, we have to select those that offer
added value to our customers. At the same time, corresponding
media support by the supplier is necessary to generate
market success.
To better analyse customer needs, we gather and examine
information on shopping behaviour. Each customer at Metro
Cash & Carry has an identifying loyalty card. At Real and
Galeria Kaufhof, the Payback card is offered as an instrument
to promote customer retention. By analysing the data
provided by these cards, we can better address our customers’
needs. In addition, we use this purchasing data to design
selling space and assortments to make our stores better fit
our customers’ needs.
Our procurement processes are also equipped for the
future. For relevant products, we have begun to establish
procurement offices in critically important producer regions.
By doing so, we gain direct access to suppliers, which enables
us to purchase products locally and check their quality
without having to rely on an intermediary.
Logistics is a key element of our supply chain. It must ensure
that the correct amounts of all required products are available
to customers at the right time. we are forging new