What do the start-ups get from this programme?
Marketable products are characterized by the fact that they are already certified and in production. Market access itself is often a hurdle for start-ups which, before being listed in the store, must prove that their products have exceeded a certain threshold. The process of the product listing is clearly regulated by necessary administrative steps. However, these steps often appear challenging to young companies.
With the Start-up Shelf METRO simplifies the market access for the start-ups, as it facilitates the go to market with the start-up shelf and its 3-month test-listing.
After the test-listing, decisions about a permanent listing are not solely based on sales metrics but also on customer feedback and the general collaboration with the start-up.
Food retailers list endless demands before buying products from a startup. They demand guarantees that the sale of a product exceeds a certain threshold. Because no one can guarantee this with innovative products, due to a lack of experience or a missing benchmark, they hold back with orders. Even bureaucracy deters many startups from the idea to sell their products in retail.
We want to be a reliable partner for startups so that customers of our sales lines & partner can enjoy new innovative products. Mandatory processes are reduced to a minimum in the test phase. We offer startups the chance to present their products in our sales channels in a three-month test and validation phase, and to convince us that they can keep up the high performance as a permanent listing in our product range.
We offer start-ups access to our various distribution channels and thus the opportunity to market their products in different countries to our various target groups:
- B2C Retail: real, - / Eurowings
- B2B Wholesale: METRO / MAKRO
The startups which successfully presented themselves in the 3-month trial will be considered for a rollout into other markets.
In other words, start-ups get a chance to test their product on a wide range of customers, receive immediate feedback which helps them to improve the product and eventually get from proof of concept to proof of market. Additionally, we promote them over our own and partner social media channels to grow their digital image.