Aggressive omni-channel strategy by Metro Cash & Carry

Metro Cash and Carry India Pvt. Ltd., is all set to open its store in Delhi on 15 October. The German retail giant is also eyeing big at its online sales.
Metro Cash and Carry
German retail giant, Metro Cash and Carry India Pvt. Ltd., is all set to open its store in Delhi on 15 October, taking the total number of the company‘s wholesale stores in India to 19. It plans to have as many as 50 outlets in the country by 2020.
Besides opening physical stores, the local arm of Germany‘s Metro AG is also looking at e-commerce to make available more products to its customers, a first for Metro worldwide, Rajeev Bakshi, managing director, Metro Cash and Carry India, said on Tuesday.
The German retailer has started a pilot called Metro Direct a few days ago in Bengaluru. Metro Direct is an online service that allows existing customers to order non-food items online, even if an item is not available at a Metro outlet.
"This gives us the scope to increase our offerings. A lot of items are available through Metro Direct that may not be available at a particular outlet," Bakshi said. Metro will initially test the service for three months, and then finalize the model. Depending on its success, it may look at taking the online model nationwide, and in some other countries.
Metro‘s 19th store will be located at Seelampur in eastern Delhi spread across 78,000 sq. ft where French retailer Carrefour SA used to have a store. Metro has acquired three of Carrefour outlets after the French retailer shut its five outlets in India last year.
While the company entered India in 2003, 12 of the 19 stores were opened in the past five years. The German retailer operates more than 2,200 stores in different formats such as hypermarkets, wholesale, electronics and departmental stores in 32 countries. 
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