The retail group METRO presented awards for their competition “Together.” All Berlin-based employees had been asked to contribute ideas on how to better address customers' international diversity. Dr. Hans-Joachim Körber, CEO of the Metro Group, presented the awards to the winning teams.
“More than 15 million people in Germany have an immigrant background. That is nearly 20 percent of the population,” said Dr. Hans-Joachim Körber.
“These figures alone demonstrate that our country has long since become home to a diverse range of cultures. We should view this as a true opportunity. Because diversity is enriching, both for peoples' personal lives as well as for the economy.”
This is exactly where the competition “Together – retail connects cultures” comes in. Employees of the Berlin retail branches of Metro Cash & Carry, Real and extra, Kaufhof as well as Media Markt and Saturn participated.
Internationally mixed teams from the various METRO Group companies joined together and devised concepts to better address international customers at their location.
First prize was awarded to an employee team from five different Real markets in Berlin. Carrying the slogan “real/extra – Berlin connects cultures,” the winners analyzed the shopping habits of international customers.
Using one-on-one interviews and joint workshops, the employees gained valuable insight into their shopping and consumer behavior.
In the end, the team was able, among other things, to compile a list of important products that international target groups are desperately searching for in this country and that should be added to the product range.
marketing@alchempro.com
