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Metro Cash & Carry launches loyalty programme ‘Bandhan’ to strengthen its customer-relationships
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Friday, 05 March, 2010, 08 : 00 AM [IST]
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Our Bureau, Bangalore
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Metro Cash & Carry India, the German major in business-to-business wholesale, announced the launch of “Bandhan,” an exclusive loyalty programme. This will strengthen its partnership with its customers by providing a range of privileges and value added services. The Bangalore launch will be followed by taking Bandhan initiative to Mumbai, Hyderabad and Kolkata.
Metro Bandhan is custom designed programmes and services which meet the business needs of customers efficiently. It rewards a regular customer for purchases made, not only through specialised services but also by ensuring that the customer’s profit margins increase, said Ajay Sheodaan, director - customer management, Metro Cash & Carry, at a press conclave.
To sustain engagement levels with customers, some of the specialised services offered through this programme include dedicated relationship managers, a gold lounge facility for individual customer interactions and a dedicated Bandhan helpline for prompt responses to queries. The bonus programme ensures that rewards increase with increasing engagement levels of Metro Bandhan members and helps them gain profit margins.
There are two levels of membership - silver and gold, depending on the customer’s engagement level with Metro – purchase amounts, frequency of purchases and the range of products purchased. All registered business customers of Metro could qualify for the Bandhan membership, he said.
In Banglaore, Metro has two wholesale and one each at Hyderabad, Kolkata and Mumbai. The cash and carry programme for wholesale sector allows only business customers catering to the supplies of small kiranas and institutional sales. Its customer profile includes retailers, hotels, and caterers. It offers a range of 18,000 products of which 8,000 are food items and the balance non-food products.
In a bid to support the Indian agriculture sector, the international wholesale major has also commenced several value added initiatives including supply chain, build direct supply source, reduce wastage levels and help farmers realise better financial value for the produce.
It has organised training programmes for sheep farmers and fishermen. Under the former, it has trained 44,000 farmers in Karnataka. It was also engaged in vaccination of over 9 lakh sheep in Andhra Pradesh and Karnataka. In addition, it has set up a Fish Landing Platform in Mangalore and trained over 12,050 fishermen in fish storing process. Further, it has also educated farmers on the tomato crop, said Vishal Seghal, head, corporate affairs, Metro Cash &Carry.
Metro Cash and Carry took the assistance of Indian Institute of Management, Bangalore, to assess the agriculture demand. In its report IIM-B has identified 5 food commodities as potential products for processing.
METRO Cash & Carry is represented in 30 countries with over 650 self-service wholesale centres and more than 100,000 employees worldwide. In 2008 the company achieved sales of € 33.1 billion of which its exports which comprised mainly non-food products from India was € 60 million.
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