Promotion of the year 2010 – the winners

Promotion of the year 2010, gold medal: ‘I love’ campaigns, Metro • ‘I love’ campaigns – Metro’s offers kept hot

After a thorough market analysis Metro divided their HORECA buyers into 4 groups and developed special assortments for them with low prices for key products, long-term cooperation and customised communication strategy. In the ‘I love’ campaigns Metro offered highlighted products to each targeted segment at low prices for four weeks – and for another four weeks if the sectoral environment was favourable. Those who joined the programme were also entitled to use personal consultation services, to participate in trainings at the Metro Customer Academy or to ask for product delivery or delayed payment. In-store tools and Metro Mail, the Metro website and Hoventa and other professional events were used for promoting the campaign, which generated a 44-percent higher turnover for Metro from partners participating in the programme. Products in the campaign sold 110 percent better than in 2009 and partners received HUF 300 million worth of ‘I love‘ discount.