The giro service

In the "Zeitung in der Zeitung" on 3 July 1937, Duttweiler shares his latest idea with the public – the giro service. Independent retailers are to be supplied with Migros goods which may be sold at a predefined margin of no more than 12%. The retailers retain complete freedom in terms of their procurement and sales policies. The idea goes down well: 538 retailers show an interest in Migros' attractively priced goods, although there is strong resistance from some associations. Despite bans imposed in some cantons amidst fears of the prohibition of chain stores being circumvented, by December 1937 the company has joined forces with 30 retailers to establish the "Waren-Giro-Genossenschaft."