Metro: multichannel developments

Date : 01 August 2018

Metro has launched temperature-controlled lockers in Germany, adding flexibility to its collection service. In Russia, Metro’s franchise store network is growing, and a new online store has been launched.

Developing its delivery and collection service in Germany

Metro is trialling a new same-day express delivery service in partnership with DHL. Orders placed before 10am via the hotline qualify for same-day delivery. The service is effective Monday to Saturday, with deliveries made until 8pm. The service can save customers time, and staff resourcing costs.

The retailer’s new Gastro-Box pick-up service is being advertised to its customers online. Located by one of its Düsseldorf stores, customers can also order on Saturdays and Sundays for flexible pick-up. Customers order via a telephone hotline and receive an email access code for the locker. Being temperate controlled, customers can order a wide range of products.

The new Gastro-Box-Service. Source: Metro

For both services, customers need to be Metro top, or top duo payment card holder, requiring a membership fee. An order fee is also applicable. Delivery is an integral feature of Metro’s service, and with these two new developments, it has made its products more accessible to clients. The exclusivity of the offer also encourages uptake of its top/top duo cards, potentially boosting membership fee sales and loyalty in the long-term.

Convenience and ecommerce developments in Russia

In Russia the retailer is expanding its convenience store network, under the Bean franchise. In June 2018, the 500th store was opened. The network is rapidly expanding, with franchisees able to choose from three formats: At Home, Express, and Filling Station.

Metro has also updated its ecommerce service with the launch of M: shop. The service is available in Moscow and will be rolled out to other areas in Russia. The service is accessible via computer, tablet or phone, and has been made easier and more convenient for shoppers, with personalised product offers.

A multichannel strategic alignment

Metro aims to be a multichannel wholesaler, serving HoReCa clients with a focus on the restauranteur. Upgrading its digital and delivery capabilities helps Metro to achieve this, whilst accelerating growth. To reflect the transition from a pure cash & carry provider to a wholesaler accessible 24/7, it has changed its name in Germany from METRO Cash & Carry Deutschland GmbH to METRO Deutschland GmbH.

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