Metro’s DM orientation

When we saw Metro’s DM, our first feeling was that it was “beyond the professional level of ordinary retailers.” This is consistent with the slogan on its DM, "Committed to serving professional customers."

First of all, Metro’s DMs often have multiple volumes, including office supplies, tobacco, alcohol and non-staple food, clothing, shoes and hats, etc. This kind of subdivision is to adapt to professional users with different needs: they can choose a volume that they care about based on their own needs, without having to search over and over in a book.

Secondly, Metro’s DM has detailed product descriptions, which are similar to instructions for use or product-related product knowledge. On the one hand, this makes it easier for customers to select relevant products, and on the other hand, it also reflects Metro's professionalism - detailed descriptions give customers the first impression of professionalism.

The picture below is a description of grilled fish balls: used in fresh soup, cooked in hot soup at 100 degrees Celsius for about ten minutes, and other delicious ingredients (vegetables, seafood or noodles) can be added. It can be used as a main dish for dinner, and is also suitable for platters and other cocktail parties.

If you suddenly see such pictures and text, you will definitely think that these are instructions or recipes on a certain product, and will not be associated with the DM of a retail store. And when you see similar descriptions in most of Metro's DMs, you may have to lament that Metro's service to professional customers is professional.

Once again, the price conversion of commodities in Metro DM is very detailed. When customers purchase a full box of items, they are often used to converting the price of each single item and how much they save. Metro DM will display the full box price, average single item price, normal retail price of single item, etc. . This kind of design from the customer's perspective is indeed very convenient for customers who are purchasing from professional groups or purchasing in large quantities, saving them the trouble of calculation.

Finally, Metro will customize DMs for different customer groups according to seasons. For example, among the professional customers that Metro faces, a large proportion of canteens and restaurants will be specially designed to serve such customers. DM to facilitate their purchasing, and also to demonstrate Metro’s attention and efforts in certain professional fields.