In this episode of MORE Podcast, I talk to Peter Gries, Customer & Sales Officer at METRO AG, about the importance of customer understanding and customer acquisition. He explains the characteristics of the typical METRO customer and how METRO can best serve them to support their business. We also look at topics such as customer behaviour, building customer relationships, sales strategies, the role of digital tools and the use of data for customer relationship management. We also look at pricing and its role in METRO's wholesale transformation. At the end of the episode, Peter shares his Sound Souvenir with us.