Makro. The omnichannel strategy in acction

Makro Spain (a subsidiary of the Metro group in this country) is a distribution company focused on servicing the Horeca channel (hotels, restaurants, cafes). After years of stable albeit meager growth and after overcoming a pandemic that forced the company’s customers to remain out of business, the company has an ambitious strategy for 2022: doubling turnover and reaching 3 billion EUR by the end of the decade. MAKRO has discovered that omnichannel customers have an annual turnover 13 times that of the average single-channel customer. The challenge is to increase the share. And to do so, the company must undertake an overhaul, which involves improving sales-operations-purchasing integration and changing the relationship with suppliers.