OREANDA-NEWS. On 08 June 2009 was announced, that with the MCC 2012 strategy METRO Cash & Carry Ukraine revised its approach to marketing investing more into the one-on-one marketing tools and exploring the opportunities offered by new technologies. The largest in the country advertising brochure METRO Post with the print run of 1.000.000 copies now received the new life. To launch the change of stronger customer centricity the company’s senior managers presented the new catalogue of equipment.

In the past METRO Post had two major directions of food and nonfood products. The 300 offers of the specialized catalogues found their customers every two weeks. In addition to that METRO issued specialized thematic catalogues such as Wine or Cheese catalogues, Italian Festival presenting the wide range of the specific product group. This has been the successful strategy for many years.

However, the marketing research conducted by the company among its customers has shown that professional customers of METRO e.g. hotels, restaurants, catering companies, traders and small businesses want stable low prices over the high-low approach driven by METRO Post.

“To respond to the changing customer needs we have changed our approach to price offers. As a wholesaler and professional partner we want to present the ready business solutions on permanent basis and not one-time good offers for one single article” – said Bert Vukkink, the company’s Customer Management Director.

According to the new strategy METRO Cash & Carry dropped the METRO Post offering food products replacing that with the monthly HoReCa and biweekly Traders catalogues. Special promotional leaflets, brochures, thematic and seasonal catalogues are published as usual. Food offers are promoted in the. METRO Post with non-food offers has split into several thematic catalogues.

The recent “METRO Post Equipment” offers discounts on home appliances, audio and video equipment and computer hardware. Four regional managers of METRO Cash & Carry Ukraine and four Store Managers of METRO wholesale stores in Kyiv turned into fantastical heroes and introduced customers into the world of METRO magical low prices on over 60 articles at the pages of the catalogue.

Shortly METRO will present more changes in customer communications. The company is testing the e-mail marketing, sms marketing and blue tooth offers. To put more power to the changes the company has established the cross-divisional groups let by the Target Group Manager working to satisfy the customers needs of the specific target audience.