Module: Introduction to METRO

CORPORATE HOUSE OF TRAINING

COPYRIGHT © 2010 METRO Cash & Carry , India

PAGE 1
Contents
1

1. The Development of METRO

 History
 METRO Group & Sales Lines
 METRO Cash & Carry Countries

2. METRO Mission & Wholesale Concept

 Vision
 Mission Statement
 Core Values
 Strategy
 Cash & Carry Business Concept
 10 Business Principles

3. Our Customers, our Stores, our Assortment

 Customer Branch Segmentation
 Store Format and Layout
 Food & Non-Food Departments
 Category Roles

4. Metro Cash & Carry India

 General Presentation
 Metro, a responsible Corporate Citizen
 Strategy
Expansion
Positioning
Performance
Competence

PAGE 2
Contents
1

1. The Development of METRO

 History
 METRO Group & Sales Lines
 METRO Cash & Carry Countries

2. METRO Mission & Wholesale Concept

 Vision
 Mission Statement
 Core Values
 Strategy
 Cash & Carry Business Concept
 10 Business Principles

3. Our Customers, our Stores, our Assortment

 Customer Branch Segmentation
 Store Format and Layout
 Food & Non-Food Departments
 Category Roles

4. Metro Cash & Carry India

 General Presentation
 Metro, a responsible Corporate Citizen
 Strategy
Expansion
Positioning
Performance
Competence

PAGE 3
History
1

1964 First METRO Cash & Carry store opened

in Mulheim, Germany, by Otto Beisheim 1964
1968 First MAKRO store opened in the Netherlands.
Enhancement & internationalization of the concept.

1996 METRO AG was founded. Since then the 1968

Headquarters have been situated in Düsseldorf, Germany.

1998 METRO Group acquired the European Cash &

Carry business of SHV MAKRO in which METRO Group
already held a 40 % stake. METRO Group is quoted on
the stockmarket today. 2003

2003 First store openings in India and Ukraine. Since

then focus on expansion in new countries, especially in
Eastern Europe and Asia.

PAGE 4
Sales Lines of METRO Group
1

The METRO Group is one of the Top 5 retailing groups

worldwide with sales of € 65.5 billion in 2009.

Cash & Nonfood Department

Food Retail
Carry* Specialty Stores

* Cash & Carry includes Schaper stores

PAGE 5
Contribution of Each Sales Line
1

Cash & Nonfood Department

Food Retail
Carry* Specialty Stores

30.6 bn € 11.3 bn € 19.7 bn € 3.6 bn €

Status 30.04.2010 Status 30.04.2010 Status 30.04.2010 Status 31.12.2009

Cross-divisional service companies

* Cash & Carry includes Schaper stores

PAGE 6
Sales Lines of METRO Group
1

The METRO Group is one of the Top 5 retailing groups

worldwide with sales of € 65.5 billion in 2009.

Cross-divisional Service Companies

 
METRO Group Asset Management MGA METRO GROUP Advertising

MGB METRO GROUP Buying HK MIB METRO GROUP Insurance Broker

MGI METRO GROUP Information Technology MGT METRO GROUP Travel

MGL METRO GROUP Logistics MGP METRO GROUP Account Processing

MFM METRO GROUP Facility Management MIAG Metro International AG

http://mcc.in.metrogroup-networking.com/intranet/site/metro-group/node/19438/Len/index.html

* Cash & Carry includes Schaper stores

PAGE 7
METRO Cash & Carry
1

Metro Cash & Carry

A core division of
METRO Group
and worldwide market leader
in self-service wholesaling.

PAGE 8
METRO Cash & Carry
1

669 stores in 31 countries*

4.9 million m² total sales area
More than 100,000 employees
Sales of 30.6 billion € 2009 -10
* Status: 17.12.2010

PAGE 9
METRO/ MAKRO Cash & Carry Stores Worldwide
1

AT BE BG CN HR CZ DK FR DE
[1971] [1970] [1999] [1996] [2001] [1997] [1971] [1971] [1964]

12 11 11 43 6 13 5 91 121
VN PK GR
[2002] [2007] [1992]

9 5 9
UK KZ HU
[1971] [1994]

30 1 13
UA IN
[2003] [2003]

25 6
TR IT
GREECE
RUSSIA
CHINA
[1990] [1972]

14 48
ES Quanzhou
Tomilino
Volos JP
[1972] [2002]

34 13th
16th
11th Dec
Jan
Oct 2007
2008 6
SK RS RU RO PT PL NL MA MD
[2000] [2005] [2001] [1996] [1990] [1994] [1968] [1991] [2004]

5 5 52 24 10 29 17 8 3
Status: 31ST March 2010

PAGE 10
METRO/ MAKRO Cash & Carry Stores Worldwide
1

AT BE BG CN HR CZ DK FR DE
[1971] [1970] [1999] [1996] [2001] [1997] [1971] [1971] [1964]

12 11 11 46 6 13 5 91 121
VN PK GR
[2002] [2007] [1992]

9 2 9
UK KZ HU
[1971] [1994]

30 13
UA IN
[2003] [2003]

25 6
TR
[1990]
INDIA IT
[1972]

14 August 2003 - 48
ES
[1972]
2008 JP
[2002]

34 6
SK RS RU RO PT PL NL MA MD
[2000] [2005] [2001] [1996] [1990] [1994] [1968] [1991] [2004]

5 5 52 24 10 29 17 8 3
Status: 31ST March 2010

PAGE 11
Contents
2

1. The Development of METRO

 History
 METRO Group & Sales Lines
 METRO Cash & Carry Countries

2. METRO Mission & Wholesale Concept

 Vision
 Mission Statement
 Core Values
 Strategy
 Cash & Carry Business Concept
 10 Business Principles

3. Our Customers, our Stores, our Assortment

 Customer Branch Segmentation
 Store Format and Layout
 Food & Non-Food Departments
 Category Roles

4. Metro Cash & Carry India

 General Presentation
 Metro, a responsible Corporate Citizen
 Strategy
Expansion
Positioning
Performance
Competence

PAGE 12
How Is It All Linked?
2

PAGE 13
The Vision of METRO Cash & Carry
2

VISION
METRO will dominate the
Cash & Carry wholesale segment globally,
through our unique business formula
which improves the competitiveness
of our customers all over the world.

PAGE 14
Our Mission Statement
2

METRO is a Cash & Carry Wholesaler for

businesses and professionals.

METRO provides quality products

and business solutions at the
lowest possible prices.

PAGE 15
METRO Cash & Carry’s 12 Core Values
2

Win-win partnership with our suppliers

Open communication
Defined format adapted to local market needs
Innovative in all we do
Commitment to give our customers more value for their money
Efficient and low-cost operation

Our Core Values

Acknowledged first-choice Cash & Carry Wholesaler
Strive for reliability and transparency
Commitment to ethical and environmental values

Our employees are our main asset Sustained growth of shareholder value

Continuous focus on customer needs and satisfaction

PAGE 16
The Cash & Carry Business Concept
2

Wholesaler
Someone who buys and sells goods in large amounts to shops and
businesses. (Source: Cambridge advanced dictionary)

Retailer
A person, shop or business that sells goods to the public.
(Source: Cambridge advanced dictionary)

PAGE 17
The Cash & Carry Business Concept
2

WHOLESALER

Our Distribution Centres bring Suppliers together

with Professional Customers

Manufactures Traders
Farmers HoReCa
Co-ops Small
businesses

“Business to Business”
Access only to registered Professional Customers via
free Metro Card
PAGE 18
The Cash & Carry Business Concept
2

OUR COMPETITORS

Not only Retailers… But also…

Wet Market

Suppliers

Wholesale Market

PAGE 19
The Cash & Carry Business Concept
2

Customers
pay in cash*

CASH & CARRY

Customers Customers carry

put their own the goods away
order together in their own vehicles

* With some countries other payment types are accepted

PAGE 20
Advantages of the Cash & Carry Business Concept
2

CASH & CARRY CONCEPT

Everything
Self- Wide range Time-saving
under
Service of choices shopping
one roof

Solid
Direct Personal Standardized
organizational
Mailing contact store layout
structure

Supply
Professional Stock Keeping Cash Flow
Chain
service Function Advantage
Management

PAGE 21
METRO Cash & Carry’s 10 Business Principles
2

1. Focused on Customer Needs

1. Focused on Customer Needs

2. One-Stop-Shopping

3. Store Concept & Layout for Professional Needs

4. Enhanced Customers’ Competitiveness

5.
5. Excellence
Excellence in
in Supply
Supply Chain
Chain Management
Management

Functional Alignment and Controlling

PAGE 22
METRO Cash & Carry’s 10 Business Principles
2

1. Focused on Customer Needs

6. Advanced Customer Service

7. Strengthening of Local
1. Focused SuppliersNeeds
on Customer

8. Support of National Infrastructure

Functional Alignment and Controlling
9. Internationally Transferable Concept
Functional Alignment and Controlling
9. Internationally transferable concept
10.
5. Career
Excellence
Functional Opportunities
Alignment in Supply Chain Management
and Controlling

http://www.metro-cc.com/
Functional Alignment and Controlling
PAGE 23
Advantages of Metro C&C for its Customers
3

1 Best prices guaranteed

2 It’s your warehouse

3 Everything under a single roof

4 Extended business hours

5 Quality guaranteed

6 Free parking

7 After-sales service

8 In touch – at all times

9 Manage your stocks more productively

10 Great value for money

PAGE 24
Conditions to be a METRO Customer
2

Everyone who
has a registered
business.

PAGE 25
Customer Cards as Opportunity to Create Retention
2

Through CUSTOMER
CARDS, MCC should offer
all customers value adding
services, and reward
specific customer groups
with additional benefits in-
and outside the store.

PAGE 26
METRO Mail & Customer Card
2

Professional services for professional customer needs

Customer card Customer Consultants
for entrance control. available in all stores are
responsible for:
 the support of
existing customers
 the acquisition of
new customers.

Direct mailings
 regularly with attractive special offers
 targeted mailings to selected customer
groups with offers that are focused on
their individual business needs.

PAGE 27
Contents
3

1. The Development of METRO

 History
 METRO Group & Sales Lines
 METRO Cash & Carry Countries

2. METRO Mission & Wholesale Concept

 Vision
 Mission Statement
 Core Values
 Strategy
 Cash & Carry Business Concept
 10 Business Principles

3. Our Customers, our Stores, our Assortment

 Customer Branch Segmentation
 Store Format and Layout
 Food & Non-Food Departments
 Category Roles

4. Metro Cash & Carry India

 General Presentation
 Metro, a responsible Corporate Citizen
 Strategy
Expansion
Positioning
Performance
Competence

PAGE 28
Who Are Our Customers?
3

HoReCa Traders
e.g. e.g.
 Hotels  Generalist F
 Restaurants  Kiosks
 Caterer  Specialist F
 Café / bars  Petrol station
 Pubs.  NF trader.

Services Companies & Offices

e.g. e.g.
 Health Care  Institutions
 Wellness  Industries
 Physical  Office based
services services
 Craftsmen.  Metro internal.

PAGE 30
Food departments
3

Wide and deep food offering with special focus on

quality, traceability and availability – Fresh Food

Fruit & Dairy , Frozen

Vegetables Fish & Bakery Meat

Local and Varieties of fish Delicatessen, Meat and

exotic varieties and other cheese, poultry in
in different seafood, yogurts and a strictly
pack sizes delivered daily additional milk temperature
from fresh products controlled
distribution environment
centers

Deep Frozen

PAGE 31
Food departments
3

Wide and deep food offering with special focus on

quality, traceability and availability – Dry food

Sweets &
Grocery NFIF Beverages
Confectionery
Local and All kinds of Detergents & Non-alcoholic
exotic varieties sweets & Toiletries, all drinks, wine
in different savories, cleaning and spirits
pack sizes toffees & material BWST –
candies too Beverages,
Wines, Spirits

PAGE 32
Non-Food Departments (1/2)
3

Comprehensive Non-Food assortment covering complementary

business demand.

Home Office & Luggage &

Household Home Textiles
Improvement Stationery Footwear

Utensils, kitchen- All linen - Bed Do it Yourself – Office solutions Ladies, Men,
ware, crockery,, sheets, bath Furniture, Car ranging from files Shoes – casual &
cutlery, tableware, towels, hand accessories, to paper, glue, & for uniform
plastic-ware, towels, curtains, Power tools, tools, pens, pencils etc. Luggage,
glassware, pots bath mats , Tools & Accessories.
and pans. doormats etc accessories etc

PAGE 33
Non-Food Departments (1/2)
3

Comprehensive Non-Food assortment covering complementary

business demand.

Media Seasonal Apparel Appliances

Home electronics, Complementary Ladies, Men, Home electrical –

Bulbs & lamps, department with Uniforms, aprons both small & large
television, mobiles, room for special etc for HoReCa – micro-ovens,
cameras etc events according rice cookers,
to season (e.g. mixers, juicers
christmas, diwali, etc.,
dusshera).

PAGE 34
Administration (1/2)
3

Service departments support the sales departments in their

vending activities.

Customer Entrance & Decoration &

Customer Managers Human Resources
After Sales Service Maintenance
Welcoming customers, Acquiring new Dealing with all human Settling of
check & issue customer customers and visiting resources topics for the demonstration furniture,
cards at the entrance. registered customers. store’s staff . display material and
Dealing with goods signage for the
returns and After Sales presentation of goods.
Service, Customer
Care.

PAGE 35
Administration (2/2)
3

Administration &
Goods Receiving Main Cashier Checkout
Logistics Center (ALC)

Handling of the data Receiving of goods in Handling of all invoices, Invoicing and collecting
transfer and the system the Goods Receiving debit and credit notes. money from the
in the store, Generating area, handling of customer before s/he
reports, Inventory returns & relocations. leaves the store.
management. Freebie control.

PAGE 36
Departments at the Genesis Store
3

Sales Management Stock Management Services Management Support

 Front of House • Quality • Customer marketing • HR & Training

 Gold Customer CSD • Logistics • FSD / COD / SKS • Security
 Checkout / Main Cash • Goods Receiving • Store Admin
 Deco • ALC / IT
 Maintenance • Re- ordering
 promo Management • Replenishment
 Sales Floor management • Outrigger management
• Stock Management
• PI / AI
• Planogram

PAGE 37
How to sell our self
in the industry
 Well groomed – not just well dressed

• Hair (men / women)

• Accessories
• Elegance / make-up
• Clothes
• Personal hygiene
• Posture
 Posture – the way we carry
ourselves
• Do not slouch while standing or sitting
• Drumming signifies restlessness
• Rubbing eyes signifies boredom
• Negative posture looks suspicious and
closed
• Constant hand movement signifies
nervousness
Let your dress and posture reflect professionalism
 What makes us different from the mob
• Positive attitude
• Appearance – well groomed (smart, fresh and clean)
• Mannerisms – polite, sincere, alert to needs
• Communication / sales presentation – clear, concise,
well prepared
• Respect for time – punctuality, appointments
• Knowledge – own ( product, Company ), customer’s
company
• Sensitivity to needs – empathy, listening
 What makes generic
• Appearance – sloppiness, untidiness
• Lack of knowledge or information
• Poor communication: Sales presentation – ill
prepared, bad usage of sales tools
• Unacceptable mannerism – arrogance,
disrespect, insincere, nosey, interrupting
• Time wasting - irrelevant chat, loud and long
conversations
• Pressure – being pushy or ‘negative’, aggressive
Selling Skills
 5 Steps of Sales
P – Positive state of mind

O – Open discussion

U – Understand customer needs

C – Close the discussion

H – Handshake
 Unique way of Handling
• Acknowledge
– Listen carefully
– Rephrase the objection in question form
– If I am to understand you correctly…….
• Solve
– Provide facts and answer directly to clear the
objection
• Close
– Gain Agreement to solution
Our Way: Closing
• Don’t be scared.
– 44% Of all
professionals give up
after the first ‘no’ !

60% Of the industrialist say ‘No’

four times before they say ‘Yes’
Our Way of Closing
Summary Close
• Summarize the
benefits.
– Eg : “Now Mr.
customer, we have
agreed that metro
suites your day to
day requirements.
Shall I go ahead and
deliver the card to
you?”.
 Mantra to ace….
TEAM WORK

United we stand divided we fall……

 Opportunities in Service Industry
• Hospitality/Tourism sector
• Retail sector
• Banking sector
• Logistics sector
• IT sector
• Public sector