Metro China has upgraded its eCommerce platform metromall.cn, which it says integrates online, offline and mobile channels for “a seamless customer experience”.
“eCommerce is one of our strategic channels to drive for growth in China market,” said Jeroen de Groot, president of Metro China at a launch function.
“We are determined to enhance customer experience and further expand business through leveraging the power of e-commerce.
“Our Metromall not only integrates online-to-offline, but also incorporates an innovative mobile function. We are confident this platform will enable us to provide more exciting solutions and seamless purchasing experience to our core target professional customers, helping them to be more successful in the market.”
With an optimised user interface and location-based services, Metromall synchronises with the wholesaler’s offline stores, covering over 20,000 products. Metro delivers all online orders directly from local wholesale stores, shortening delivery time and ensuring product quality. The platform offers customers convenient and efficient choices of goods receiving, such as home delivery or in-store pick-up.
When it first entered China back in 1996, Metro adopted a membership system, and has since collected data from over 4 million shoppers in order to offer them customised solutions and services. Today, by tapping into this rich database, the upgraded e-commerce platform will further strengthen Metro’s customer relationship management.
The Metro eCommerce platform currently covers 39 stores in 21 cities in China, and will unroll across all Metro stores in China by the end of 2015.
Taking advantage of the rapid development of mobile communications and popularity of smartphones, Metromall also features an accompanying mobile app. Customers can use the app to scan barcodes and identify product features, build shopping carts, place orders, and check-out. The app’s database includes product barcodes of all articles in offline stores except for fresh and ultra-fresh products. Customers can also follow Metro’s WeChat to obtain promotional information of Metromall and place orders on their cell phones.
Leveraging its global procurement network, Metro Group is set to enter the free-trade zone this year, partnering with China’s renowned cross-border e-commerce platforms, to provide consumers with an even broader range of high-quality imported goods.
Metro China is committed to providing safe and high-quality products, and is the only wholesaler in China with all stores to operate in accordance with HACCP (Hazard Analysis and Critical Control Points) standards to ensure that the processes of receiving, processing, storing and selling goods are hazard-free.
Metro has also developed a complex traceability system, which records all processes from farm to market. Simply by scanning product barcodes, customers can view the entire product lifecycle, including where it was grown, how it was certified, and the logistics involved.
The newly-upgraded eCommerce platform has enabled Metro to create a closed, online-to-offline loop for safe and traceable food, making Metro truly a multi-channel specialist.
Metro Cash & Carry operates in 26 countries with over 750 self-service wholesale stores. Metro China has 80 outlets in 56 cities.
