What do the startups get from this program?
Marketable products are characterized by the fact that they are already certified and in production. Market access itself is often a hurdle for startups which must prove that their products have exceeded a certain threshold to get a listing in a store. This process is clearly regulated by necessary administrative steps that often appear challenging to young companies.
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.
With the NX-Food Startup Shelf, METRO simplifies the market access for startups and gives them an opportunity to run a 3-month test listing in selected stores. Once the trial period is over, the store representatives may place the product in a permanent listing based on sales metrics, customer feedback and general impression from the collaboration with a startup.
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 startups 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, startups 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.