The brief
As an internationally leading food wholesaler, METRO has traditionally been strongly driven by processes and purchasing. In order to remain competitive in an increasingly dynamic market environment, it was essential to anchor stronger customer and brand orientation in the company’s strategic framework. As part of a broader strategic transformation, we developed a global marketing training program designed to align executives and high potentials with a customer-centric mindset.
The approach
The program targeted senior managers from Purchasing, Category Management, and Area Management, as well as high potentials – the company’s future decision-makers. The goal was to systematically prepare these leaders for the demands of a more customer-oriented retail environment. The METRO Marketing Academy focused on practical, business-relevant training modules in core areas such as Customer Understanding, Category Value Propositions, Content Marketing, and Community Management.
To maximize impact, we designed an interactive training concept that combined in-person and online formats. Modern learning techniques were applied throughout, including digital avatars and interactive materials, to create an immersive learning experience. AI-powered translation made it possible to scale the training content into multiple languages. In addition, we supported Category Managers in developing local Category Value Propositions – enabling immediate application of the learning in day-to-day operations.
The result
The program proved to be a major success: more than 150 senior managers and high potentials have been trained globally to date. It achieved the highest Net Promoter Score (NPS) ever recorded for a training initiative within the company and was recognized as a best practice. Due to the highly positive feedback and proven effectiveness, the concept was transferred into a Train-the-Trainer model, empowering internal multipliers to scale the program long-term. METRO now has a systematic approach to building marketing strategy capabilities – and a strong foundation for embedding customer centricity across the organization.
