METRO Cash & Carry partners with to launch digital catalogs in 17 countries

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METRO Cash & Carry (MCC), the fourth largest retailer worldwide, is publishing its retail catalogs online in 17 countries. To do so, it is expanding its partnership with, who help retailers turn their traditional catalogs into shoppable, mobile-optimized catalogs.

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We see an enormous potential for digital-only catalogs in the form of personalized, targeted promotions, and we’re working hard to show the world our version of the ideal catalog. recently launched a new version of its product, which is specifically designed for internationally operating retailers. MCC is already using the new version to digitize its catalogs in 14 countries. The Netherlands, Italy, and Ukraine will go live with the new version in 2014.

The partnership between the two firms was formed in June 2010, when Makro NL decided to digitize its catalogs with Publitas. Based on the success of that partnership, divisions from other countries decided to follow suit. Today, MCC has 3 million catalog users that browse through 150 million pages each month, with an average visit duration of 8 minutes per catalog. Additionally, the products in the digital catalogs are linked to the retailer’s online stores, which helps MCC increase its traffic and generate conversion. Some of the first countries to go live with the new digital catalogs include Belgium, Portugal, Spain, and Turkey.

According to Elisabetta Aiello, Head of Multichannel Marketing at MCC, the digital catalog is an important part of the company’s offline and online strategies. “Catalogs provide another emotional touch in the customer’s shopping journey. They’re a great way to discover deals and promotions, and this is reflected in the number of people using our digital catalogs,” says Aiello. “Paper catalogs are incredibly popular amongst consumers, but they’re also effective in driving traffic to our physical stores. Digitizing them for online use is an easy way for us to reach more people and increase traffic to both the physical as well as the online stores.”

“Over the past few years we have shown that we’re moving forward. Naturally, we are interested in partners who, like us, continuously aim to improve both the user and marketing experience,” explains Aiello. “Publitas fits that bill, and that’s why we partnered with them three years ago and expand our partnership today.”

Speaking on the future of digital catalogs, CEO and co-founder Guillermo Sanchez believes personalized catalogs are the next big thing. "To us, digitizing paper catalogs is just the first step in reinventing the way retailers connect with customers," says Sanchez. “We see an enormous potential for digital-only catalogs in the form of personalized, targeted promotions, and we’re working hard to show the world our version of the ideal catalog.”

METRO Cash & Carry is the leading international player in the self-service wholesale sector. Under the brands METRO and MAKRO it operates over 700 wholesale stores in 29 countries throughout Europe, Asia and Africa. For an impression of MCC’s catalogs, have a look at the offers of Makro Spain. is an Amsterdam based B2B software company that helps retailers turn their paper catalogs, weekly ads, and magazines into shoppable publications on PCs and mobile devices. 300 leading retailers are using Publitas for their digital catalogs, including the A.S. Watson Group and the Carphone Warehouse. Combined, these retailers have 14 million catalog visits and 265 million pageviews per month.


For more information, please contact:
Guillermo Sanchez
+31 6 14 66 24 96

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