Olaf Koch: “The brand is the same – the soul is a totally different one”


Back to the roots with new strategies: Olaf Koch has been leading and changing German retailer Metro since 2012. On 6 September 2019, he will speak at the GDI about the challenges of wholesale 360.

For a long time, Metro was considered the wholesale market among wholesale markets--until business began to stagnate in the early 2000s. The automatic reflex to the stagnating sales figures, says CEO Olaf Koch, had been to place more advertising and play  hardball against competitors in order to boost sales.

The strategy didn't really work. According to Koch, at the worst point they had lost so many sales they questioned the company's existence.

At Tech Open Air Berlin, Olaf Koch spoke about why the group still exists today and which strategies saved the company from extinction:

Olaf Koch is a speaker at the 69th International Retail Summit at the Gottlieb Duttweiler Institute on 5 and 6 September 2019.