The customer:

METRO Cash & Carry International is the global market leader in self-service wholesale stores with over 540 stores in 28 countries. Approximately three-quarters of annual revenues are generated outside of Germany.

The project:

Develop universal customer card program guidelines (CRM tool box) which can be used internationally
The guidelines were drawn up together with selected METRO countries and describe program goals, card elements and functions, business processes as well as regulations and provides, for example, recommendations for designing and deploying appropriate benefits and for organising appropriate communication measures
In the future, the concept will service as a reference for the METRO countries and will provide them with efficient support for the optimisation, planning, development and implementation of regional customer card-related activities.

Objectives and results:

• Definition of a set CRM tools that can be used repeatedly and combined as needed and which cover every aspect of METRO’s customer card
• Definition of standardised business guidelines and the corresponding processes for future customer card concepts
• Medium and long-term increase in customer frequency, customer loyalty and sales
• Reduction in the costs for customer card processing and handling
• Ensure a modular structure that provides the various countries with enough scope to fulfil their regional requirements

Interested in learning more? Feel free to contact us for further information.