METRO Cash & Carry is driven by a desire to help independent businesspeople achieve lasting success. The basis for this are relationships of trust and partnership with customers, suppliers and employees.
METRO GROUP’s largest sales line is expressing this aspiration by means of its new brand positioning, which was unveiled in 2014. Since the company’s success is dependent on that of its customers, it is the declared goal of METRO Cash & Carry to offer the owners of small and medium-sized independent businesses the best possible support. This is why METRO Cash & Carry offers independent businesspeople first-class products and excellent services and assists them with its many years of expertise and its creative ideas.
METRO Cash & Carry launched a global image campaign in early 2014 to present this new positioning to its customers, employees, business partners and the public at large. For the first time in its 50-year history, the company is using a common brand message in all 28 countries, based on the slogan YOU & METRO. YOU & METRO emphasises the importance of the close ties that METRO Cash & Carry maintains with its customers, business partners and employees. The motifs in the image campaign celebrate entrepreneurship by highlighting the passion, professionalism and commitment of the self-employed. The motifs also illustrate the things that shape the daily working lives of customers: successes big and small, but also challenges. In this way, METRO Cash & Carry is demonstrating its profound understanding of the needs of business owners and is positioning itself as a partner to them.
1 As of 30 September 2014