intro
E-commerce is a topic close to the heart of Etribes managing director Karo Junker de Neui. That's why Kassenzone podcast host Alexander Graf didn't have to ask twice whether she would like to regularly take over the most successful German podcast on e-commerce and digitization for individual episodes. Every week, CEOs from retailers, brands and manufacturers talk about their unique business models and e-commerce strategies. In “Kassenzone with Karo,” Karo would like to take a look at the future in particular and discuss upcoming macro trends and changes under the motto “E-Commerce 2030.” Dr. Karsten Wildberger, CEO of Ceconomy and MediaMarkt Saturn, is a guest in this episode.
About MediaMarkt Saturn
MediaMarkt Saturn is a leading European provider of consumer and consumer electronics. With 50,000 employees in eleven European countries, 1,000 markets and a turnover of 22 billion euros, the company is one of the most important market players. The current challenge is to increase the share of online business, maintain emotional customer loyalty and develop a future-oriented integration of online and offline experiences in line with the company's omnichannel strategy.
This is how MediaMarkt Saturn strengthens a long-term customer relationship and a sustainable shopping experience
MediaMarkt Saturn has set itself the long-term goal of improving the relationship with its customers. Internally, this initiative is also known as “Experience Electronics” and comprises four areas of experience: employee experience (e.g. investments in employees, in particular training and continuing education), shopping experience (e.g. digital improvements and designing more sustainable offline experience markets), usage experience (e.g. additional services, such as repair services) and impact experience (e.g. sustainability initiatives, such as exchanging old devices for shopping credit and a focus on renewable energy and recycling).
MediaMarkt Saturn also offers customers a loyalty program for their loyalty, the so-called MediaMarkt Club. With 35 million active members, the club offers a points program in which customers can earn points with every purchase, which they can then use again for discounts on future purchases.
The holistic corporate strategy aims to offer customers a comprehensive experience across various channels, actively using both traditional and modern marketing channels, including the production of authentic content by local employees. MediaMarkt Saturn is also actively involved in retail media by using digital channels to create and sell advertising spaces.
This is how MediaMarkt Saturn wants to continue to grow in the future
Dr. Karsten Wildberger emphasizes that the company is constantly looking for ways to become more profitable and is pursuing various business models, including the core area of product sales, the marketplace, the service business, private brands and even the rental of space in stationary retail as a “space-as-a-service.”
Although the two online shops of MediaMarkt and Saturn are already almost identical, the identity of the individual brands should be retained. Although 80 percent of customers know that both brands belong to one company, they still want to retain their respective strengths and expertise. For example, Saturn is very popular in the gaming sector and MediaMarkt in other categories, such as large household appliances. According to Dr. Karsten Wildberger, this two-brand strategy should continue as long as the added brand value exceeds the efficiency gains from a merger.
The vision of the future up to 2030, led by Dr. Karsten Wildberger, emphasizes a clear focus on sustainability and an omnichannel model, with the goal that MediaMarkt Saturn will respond more quickly to trends, strengthen customer loyalty through the MediaMarkt Club and personalized offers, and achieve an online share of 35 percent by 2026.
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