In the 2022 global relations survey among suppliers conducted by 'The Advantage Group', METRO AG’s analytical platform ‘Customer Lens’ was ranked 2nd place in the chapter "shares relevant data and insights".
The aim of the data sharing solution “Customer Lens” is to provide analytical insights to the wholesaler’s global suppliers. By combining sales development and customer buying behavior, METRO supports its suppliers in better understanding customer needs and deliver against them.
The platform is in constant development by METRO DIGITAL as technical service provider for METRO AG. A dedicated team supports the day-to-day maintenance and future developments.
New features like ‘Brand Loyalty’ or ‘Trial & Repeat’ buying reports are newly available as of 2022, main focus always being the user experience. All relevant data shall be available within few clicks, zooming in from the big picture to the detail – from global view to a single product sold in a country.
On an annual basis “The Advantage Group” asks more than 30 global FMCG suppliers in an independent ranking about their level of contentment with the range, functionality and benefits of the analysis tools offered by almost 2 dozen international trade companies. In addition, the survey also includes the supplier’s satisfaction rate with the cooperation on various topics with wholesale and retail companies. Already in its launching year, ‘Customer Lens’ started off within the top 3 tools, increasing functionality and user satisfaction ever since.