YOU & METRO: New brand positioning focuses on independent entrepreneurship

12 December 2013

At today's METRO GROUP annual press conference, the sales line METRO Cash & Carry presented its new brand positioning. The goal of the self-service wholesaler is to become the partner of choice for independent small and medium-sized entrepreneurs. A new claim ("YOU & METRO") underscores this positioning and will be at the focus of an international image campaign planned for next year.

"As a wholesaler, we can only be sustainably successful if your customers are successful", says Olaf Koch, Chairman of the Management Board of METRO GROUP and CEO of METRO Cash & Carry. "We admire our independent customers for their passion and entrepreneurial spirit – and we strive to support them in their goals as best as possible: with excellent service and best products, with our longstanding expertise and with new ideas", says Koch. This approach also reflects in the new brand positioning of METRO Cash & Carry. Against the backdrop of its 50th company anniversary, the wholesaler will launch an international image campaign in early 2014 to successively introduce the new claim in all 29 METRO countries.

"The new campaign focuses on the outstanding performance and great passion of independent entrepreneurs", explains Richard Erbler, Director Global Brand Development at METRO Cash & Carry. "The motifs illustrate and present in an emotional way what makes our customers so special and drives them, and what characterizes their daily lives: the many beautiful but also difficult moments in their business life, the creativity, the dedicated work and the relentless will to grow and succeed." With these insights into the daily lives of independent entrepreneurs, METRO Cash & Carry demonstrates its deep understanding of their needs and positions itself as their partner. Also the new slogan "YOU & METRO" places the customers of METRO Cash & Carry at the focus and demonstrates how the company contributes to their success. "Understanding our customers, supporting them and making them sustainably successful – that is our self-set target and that is what we want to be measured by", explains Erbler.

METRO Cash & Carry is represented in 29 countries with over 750 self-service wholesale stores. With a headcount of more than 120,000 employees worldwide, the wholesale company achieved sales of about € 32 billion in the financial year 2012/2013. METRO Cash & Carry is a sales division of METRO GROUP. METRO GROUP is one of the largest and most international retailing companies. In the finacnial year 2012/2013 the Group reached sales of around € 66 billion. The company has a headcount of around 265,000 employees and operates around 2,200 stores in 32 countries. The Group's performance is based on the strength of its sales divisions which operate independently in their respective market segment: METRO/MAKRO Cash & Carry - the international leader in self-service wholesale, Real hypermarkets, Media Markt and Saturn - European market leader in consumer electronics retailing, and Galeria Kaufhof department stores.