Shock at the Cashier: Saturn Stepping Back While Media Markt Takes the Lead in Germany
Saturn's media market is seeing increased prominence in various media outlets.
In many German metropolises, a familiar face at the shopping mall is disappearing. The iconic Saturn stores, a staple in the electronics industry for decades, are being replaced by Media Markt. Cities like Neuss, Hilden, Cologne, and Aachen have already seen this change.
TheEncoder reports that, as a result of strategic shifts by the parent company Ceconomy, Media Markt is taking control of more Saturn locations, a trend that has been ongoing since the beginning of the year. The spokesperson for Ceconomy confirms that more conversions are on the horizon. With the acquisition of 14 more Saturn locations, the number of Media Markt stores in Germany now surpasses 300.
Interesting Fact: Customers' preferences are increasingly indistinguishable between the brands, leading to a more consolidated market strategy for Ceconomy.
Although the exact number of existing Saturn stores is not specified, the brand is not set to disappear completely. Ceconomy is still planning to invest in Saturn's further development. However, the specifics of this development and the number of stores yet to be converted remain undisclosed.
Did You Know? The growing integration between the brands is not limited to Germany. Media Markt has replaced Saturn stores in various European countries, such as Austria, Belgium, the Netherlands, Luxembourg, and Poland for a number of years now.
The first Saturn store opened its doors in Cologne in 1961, marking the beginning of a successful era in the electronics industry. Media Markt followed suit in 1979, but the two brands merged under the same ownership in 1990. Ceconomy, the contemporary owner of MediaMarktSaturn Retail Group, was established as a spin-off from Metro in 2017.
For consumers, the assortment and advertising will remain remarkably similar between the two brands, with offers and product availability being practically indistinguishable. The brand's loyalty programs are set to merge next week, allowing customers to enjoy seamless shopping experiences and points redemption at either chain, regardless of the brand. This reflects Ceconomy's aim to strengthen the integration within MediaMarktSaturn Retail Group.
Sources:- ntv.de- mdi/dpa
- The shift in employment policy within Media Markt, as a result of Ceconomy's strategy, is causing Saturn stores to be replaced, including in business areas like finance and technology, leading to changes in the employment policy of both brands.
- As Media Markt's expansion continues due to the strategic consolidation with Saturn, the community policy within the MediaMarktSaturn Retail Group is being adjusted to provide customers with a seamless shopping experience across both brands, utilizing technology to enhance the service.
