Yvette Krubl, communications manager of METRO Hungary told our magazine that the proportion of goods they sell in promotion is around 30 percent – about the same as last year. METRO uses a wide range of BTL tools and ATL activities as well. The company’s communication focuses on three target groups and METRO offers customised services and products to all of them. Long-term agreements have been signed with each partner – be it a manufacturer or an agency who prepares communication materials.
After each campaign METRO analyses sales data and uses the conclusions in the next campaign, but the company also does own research among its customers