Metro Puts Technology in Shoppers' Hands

Metro Group, one of the world’s leading retailers, is investing in technology across its operations to create added consumer value.

That was the key message delivered by Gerd Wolfram, managing director MGI METRO Group information technology, at the recent CIES IT event in Amsterdam.

Wolfram focused on Metro Group’s Future Store initiative but told delegates the business has implemented successfully tested technologies across the entire group including its Makro and Metro cash and carry arm; department store, Galeria Kaufhof; electricals businesses, Media Markt and Saturn; and Real supermarkets.

Wolfram said the group has introduced RFID along the entire supply chain from manufacturer to supplier to distribution warehouse to store.

Metro has also introduced RFID in the international supply chain, said Wolfram, and it features on incoming goods at pallet level while RFID-enabled forklifts were being deployed at the Group’s deep freeze distribution centre in Hamm.

Wolfram said Metro Group’s Real Future Store put the customer at the centre of all innovation.

Convenient shopping has been improved by technology and organisation plus store fittings and the shopping experience has been enhanced by the assortment, service and new concepts.

Wolfram highlighted 10 key innovations at the Real store:

• Mobile shopping
• Sports Department
• Fish Market
• Butcher shop of tomorrow
• Beauty & More
• Wines & spirits world
• Checkout Area
• Fresh Food & Convenience
• Innovation Guides
• Multimedia Terminal

New concepts include innovative terminals and displays plus a mobile shopping assistant or MSA. It can be used to create electronic shopping lists, for example.

Wolfram said Metro has innovated at the checkout area too with self-scan as well as assisted checkouts plus innovative payment systems using mobiles and fingerprint technology.

The feedback from customers since the opening of the Real Future Store was positive, said Wolfram.

The fresh food and convenience departments were ranked as the top features in the store and food departments also received high scores in terms of repeat purchase and recommendation rates.

Two-thirds of MSA test users rated the applications as very good or good with two-thirds of MSA test users stating it helped purchasing. Almost three-quarters of those testing the technology to pay by mobile phone said they would buy a phone featuring this application.

“The focus of innovation is to provide added value to the customer,” said Wolfram.

Responding to customer needs is crucial for the further development of innovations, he added, and said the next steps in the development of RFID technologies are rapidly advancing.