Karsten Wildberger, CEO of Ceconomy – the company behind the electronics stores MediaMarkt and Saturn – announces far-reaching changes for the coming year. The two electronics markets are to be unified soon. The product range is also to be reduced and more emphasis placed on service offerings.
With a standardization of the MediaMarkt and Saturn brands, there will be far-reaching changes for all customers in 2023. So far, the two electronics markets have had their own campaigns, flyers and a different range. That should change in 2023.
From next year, MediaMarkt and Saturn will only be two brands for the same content. Offers and prices are then identical. And the range is also being adjusted. In this way, the two markets can share infrastructure such as parcel storage for the online shops and buy together in larger quantities.
Smaller assortment
The consolidation of the range means that Saturn customers will face another change. Because the range of the brand was previously significantly larger than at MediaMarkt. Although this reduces the choice for the customer, Wildberger hopes for better availability and would like to present the products on offer better.
With a smaller range, the two electronics stores are no longer dependent on huge sales areas. New branches in smaller, more cost-effective locations are conceivable.
More services at MediaMarkt and Saturn
On the other hand, Wildberger would like to expand the range of services on site. Repair offers in the stores are to be expanded and offered more intensively. Today’s smartphones last much longer than they did a few years ago, so replacing the battery or repairing it is a sensible alternative to buying a new one for many customers. The delivery options at MediaMarkt and Saturn are also planned to be expanded in 2023.
Big change also in the online shop
Also in Online-Shop MediaMarkt and Saturn should do a lot. Not only do they want to merge logistics warehouses, but also open the shop to other retailers for the first time. The company is thus in direct competition with the two largest online retailers in Germany: Amazon and Otto. There, other retailers can already offer their products on a virtual marketplace.
This means that MediaMarkt and Saturn can significantly expand the offer in the online shop without adding new products to the range themselves. In addition, the commissions ensure further online sales.
Both brands stay
Except for the two brand names, everything at MediaMarkt and Saturn in Germany is to be merged and standardized. In Austria and the Switzerland On the other hand, the Saturn brand was completely separated and all stores were remodeled as MediaMarkt. It is possible that such a step is also planned in Germany for the future – but the conversion cannot be financed at the moment. The tense economic situation, bad business in France and write-offs in Russia are giving the company financial problems.
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