Makro kicks off to a good start its new channel of distribution to hospitality

“From Makro Spain want to do more efficient and sustainable the independent hospitality industry”, indicated David Martínez, director of Marketing & Customers and manager of the system 'Delivery', like key factor to the hour to understand the operation of this new channel of distribution to the hospitality industry, in course from the past year.

To tenor of the data presented, the true is that the market has received willingly this initiative. In so alone a year, 2010, Makro has achieved to invoice 42 million euros through this line of business, with some profits of 1,3 million euros. And the perspectives for this second year speak of an upper turnover to the 60 million euros, and a greater growth in the percentage of the profits when winning in efficiency by the experience purchased. A total of 2.500 customers trust already in the channel 'Delivery' of Makro, in his big new majority for the Group, and the idea is to finish the 2011 with 3.000 customers.

“Makro Has bet of unambiguous way by the set up of this new line of business –manifested David Martínez–. We have the experience of almost 40 years in the distribution, know very well to the customer innkeeper and his demands, have logistical coverage in 15 Autonomous Communities, a mark recognised and a wide and deep assortment that contributes a big exclusividad. The project in Spain has been pioneering inside the Group Metre to the that belong and has served of example in other countries of the Group”.

The investment of launching of the first year was of 10 million euros. These costs include the ones of personnel and training, commercial cars and devices of mobility, investments in logistics, adaptation of the centres, computer systems and CRM.

The creation of employment, one put constant of Makro, has materialised with 165 new contractings between agents of customers –commercial advisers that visit to the innkeepers in his businesses – and preparadores of requests, that manage the request in the centres that Makro has in Spain.

The half purchase of the customers has been higher of the expected; the cool products are the most sued category in the request; the own marks of Makro, with some very competitive prices, have contributed profitability to this new line of business. By the part of the costs, has taken advantage of the logistical efficiency of the 34 centres that Makro has in Spain, that work for this channel 'Delivery' in a radius of 30 km (are studying new roads to expand the geographic coverage).

“The innkeepers that have chosen Makro to realise his shopping through the new channel of delivery, obtain a greater efficiency in the chain of supply. They realise a more efficient purchase by a reason mainly: the management through an alone operator like Makro supposes lower logistical costs”, added David Martínez.

Like illustrative example of the advantages that offers this line of business, the director of Customers & Marketing of Makro Spain, employed a restaurant that offers menus to 10 euros and that serves several turns of food, what supposes some 150 daily customers.

The savings in the logistics come given because each provider of this restaurant repercute around 10 euros of average by deliveries of product valued in 100 euros. For example, considering that this restaurant have five daily providers distinct (the average of providers that deliver in a business of hospitality industry surpasses to a large extent this number), the cost that repercuten to the innkeeper daily is of 50 euros.

Taking into account that Makro, with his extensive assortment, offers him the option to agglutinate in one only these five requests, with a cost of 15 euros for deliveries of 500 euros, the saving that achieves the restaurant rises to 35 daily euros, what supposes 10.955 euros of annual saving. That is to say, a saving of 7% for an establishment that invoice around 40.000 monthly euros.

On the other hand, must be borne in mind that having fewer suppliers reduction to the host of other costs. In the hotel business time is very valuable and having to attend to many providers remains time to carry out the activity in the kitchen or in the dining room. "We know that small and medium-sized enterprises have to perform administrative tasks such as monitoring of invoices, delivery notes, etc." "With Makro unify in a single invoice several categories of products, which will save you administrative work at the host", said David Martinez.

The key figure in this line of business is the Manager of customers, in times of crisis like the present, Adviser to the host on how supply more efficiently to make the business more profitable customer. The relationship that develops between the client and the Manager is trustworthy, which is maintained in the long term. The more know the Manager customer business, better you can advise you in the preparation of the "shopping list" assortment, size and frequency of delivery.

The customer profile that directs this new service is the employer of restoration, which has a business that employs from 10 to 25 people, receptive to understand new models of relationship with suppliers. Normally, they are entrepreneurs between 35 and 45 years. The sales team, consisting of 75 people, has a catalogue of more than 3,000 products.

"The current customer demand service, which means flexibility in deliveries, stability in quality to calculate and better control their costs by selling ration and be flexible in the negotiations." "And, of course, advice from customers on how managers optimize their shopping budget", said David Martínez, who concluded stating that "the Makro aims to be leading integral operator for the small and medium-sized hospitality." "And the objectives achieved indicate that we are on the right track."

Metro: from professional to professional

Makro, self-service wholesale, S.A. is a solid reference to Cash & Carry in Spain with a total of 34 centres in 15 autonomous communities, with a total of 239.042 m² of surface of room sales to provide a comprehensive solution to the needs of supply of professionals. The company employs more than 3,450 people.

Makro sells to the by greater food and non food products, the professional sector (restaurant, catering, merchants and retailers of food) and large consumers and institutions. Its number of customers exceeds the 900,000. In 2010, this wholesaler reached a total of 1.311 million euros in consolidated sales.