Location: Germany
Industry: Wholesale / B2B Retail
Website: www.metro.de
As part of its broader digital transformation, METRO is actively exploring new ways to modernize how it delivers product content to customers. One key focus area: moving beyond static PDFs toward dynamic, data-driven catalog experiences.
In late 2025, METRO Germany launched a dynamic beer catalog pilot using Publitas. The goal was to test a more flexible, scalable approach to catalog creation – while introducing personalized, store-specific pricing that reflects how B2B customers actually shop.
“This project was about testing what a more dynamic, personalized catalog experience could look like for our customers.”
For METRO, traditional catalog production comes with clear limitations: static content, manual processes, and limited flexibility across markets.
The dynamic catalog pilot aimed to address these challenges by introducing:
Rather than optimizing a single campaign, the goal was to explore a new operating model for catalog creation, one that could eventually replace static PDFs.
One of the core requirements of the project was the ability to show different pricing depending on the user and store context.
This introduced both technical and experience challenges:
At the same time, METRO needed a solution that would support future scalability across countries and categories.
To support METRO’s requirements, Publitas developed a custom dynamic setup tailored to B2B use cases.
Key capabilities included:
“Being able to connect pricing logic with the catalog experience was a key step forward for us.”
This setup allowed METRO to move beyond static content and toward a more responsive, data-driven catalog experience.
After initial testing in Italy earlier in 2025, METRO Germany rolled out its dynamic beer catalog on December 1st, 2025, following a development phase in October and November.
The catalog served as a pilot use case, designed to validate both technical feasibility and user engagement before expanding the approach further.
Given the nature of the project, METRO focused on engagement metrics that reflect purchase intent and user activation.
Key KPIs included:
These were grouped under “purchase-driving events”, capturing how users engage with the catalog and move toward buying decisions.
The pilot delivered encouraging early results.
While deeper analysis is ongoing, the overall outcome is considered a success internally.
“We’re seeing strong engagement signals, especially in terms of logins and product interactions. It’s a positive step forward.”
Beyond performance metrics, the dynamic catalog also introduced clear operational benefits:
This supports METRO’s broader goal of enabling countries to take a more hands-on role in catalog creation, while maintaining consistency and efficiency.
From METRO’s perspective, the collaboration with Publitas was a key factor in the project’s success.
The team highlighted the speed and responsiveness as particularly valuable during the build phase.
Following the success of the pilot, METRO is now looking to expand the use of dynamic catalogs:
The long-term ambition is clear: move away from static PDFs and toward a fully dynamic, scalable catalog model.
“Dynamic catalogs are a key part of where we want to go—more flexible, more relevant, and easier to scale across markets.”
METRO Germany’s dynamic catalog pilot marks an important step in the evolution of digital catalogs within B2B retail.
By introducing login-based pricing, automated updates, and a scalable framework, METRO has demonstrated how catalogs can become more relevant, efficient, and aligned with modern customer expectations.
While still in its early stages, the project provides a strong foundation for future expansion, positioning METRO as a frontrunner in moving from static publications to dynamic, data-driven catalog experiences.
If you think your company can benefit from similar customer solutions please contact our Enterprise Team.
