Cash and carry | Marketing Concepts.

The 'Buy and take' (translation of Cash and carry) is considered a commercial formula evolved the traditional wholesale and retail, with the particularity of head only and exclusively professionals (independent retailers and restaurateurs) and operate on a self-service basis. Retailer moved to the premises of the wholesaler, choose items you need, pay them and transports them, against the conventional injected from ordering to the wholesaler, so this transport it and serve it in the property of the retailer.
Establishments known as "Buy and take" are located on the outskirts of cities and have an area dedicated to selling around 2,000 m².


The concept of selling to the wholesale was introduced in Germany more than 40 years ago by Professor Otto Beisheim: opened the first "Cash and Carry" in the city of Mülheim (Ruhr) in 1964.
The concept of «Cash and Carry, autoservicio mayorista», is a commercial formula adapted to the needs of certain retailers, restaurants, cafes, hotels and other service providers, as some institutions (Sector HoReCa, hotel/restaurants - cafés). It is basically designed for professionals in the HoReCa sector, but also accepts clients that are large consumers, such as institutions or schools.
In summary:
  • It is a wholesaler; This is never sold to a final consumer. To access a property ' Cash and carry ' should be a card or identification that proves the status of retail.
  • It has a trade policy based on the price and continuous bids.
  • It knows its customers, its consumption and needs.

Present and future

Buy, get free service contract format is in the process of transformation with the ultimate goal to become the selling point of reference for the comprehensive supply of catering establishments. Based on the sale of drinks (60%), dry food (33%) and no-alimentacion (7%) products, currently, is opening the range of products offered to become global suppliers of these retailers.
The objective of many operators is now on offer around 8,000 references including fresh produce, Bazaar, home appliances and household items.

Situation in Spain

This formula received an important boost in Spain in 1996 with the approval of the Trade Act prohibiting the sale to losses,- or at one lower price in the country that matters it that used in sale to the public of the country that exports it (or dumping) - trade retail. Until that time, many professionals in the Hotel and catering sector had stocked in hypermarkets taking advantage of the putting on sale of products below their cost. Since that time, many migrated to other suppliers as a Cash and carry or home purchase.
In Spain there are more ' Cash and carry ' which in the rest of Europe leading this sector's distribution network is Makro, who introduced the concept in Spain in September 1972 when opening the first store of its kind in Barajas (Madrid surroundings). On January 1, 1998 the Metro Group acquired all SHV Makro N.V. in Europe stores and Makro Spain became part of the German group METRO Group, integrated into the division of Cash and Carry for that group. Today Metro Cash & Carry has to operate 606 stores selling to the wholesale in 29 countries and is the number one of the warehouse clubs in the world. The central offices and the Board of Directors are located in Düsseldorf (Germany).
In Spain it also operates the Group Cash Diplo, Miquel Alimentació, Supercash and Cash point.
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