Media-Saturn is number one among consumer electronics stores and the associated products and services in Europe, with sustainable and profitable market positions in selected countries. The group of companies regards itself as a partner, daily companion and navigator for consumers in an increasingly digitised world.
Increase customer value
Customer shopping behaviour has changed completely because sales channels are increasingly linked. Only a few years ago, store-based retail still served as the starting and finishing point in the purchasing process. Today, however, this process takes place in all kinds of ways – digitally and physically – from the decision to buy a product or service through to completing the transaction. For this reason, the Media Markt and Saturn sales brands were expanded to become multichannel retailers. In financial year 2015/16, more added value was established for customers: the same-day delivery concept was systematically expanded in Germany and other countries so that customers can receive purchased products even faster. The acquisition of the repair service provider RTS in August 2015 makes more new services possible. For example, customers can set up their PCs directly after purchase in many stores in Germany and have faulty products, such as smartphones, repaired in the store. The expansion of these services is also planned internationally. In order to retain customers, Media Markt has already established the Media Markt Club programme in five countries. A similar programme is being prepared for Saturn. Furthermore, Media-Saturn is fulfilling its mission as a daily companion, partner and navigator with new content offerings. For example, Media Markt and Saturn introduced so-called content marketing portals, such as turn-on.de in Germany and mediatrends.es in Spain. This involves content-driven offerings for consumer electronics, increasing the time that customers spend with the respective Media-Saturn brand.
Transform and grow
In order to satisfy changing customer needs, the company has also systematically developed its portfolio of locations and formats even further. Instead of having a standardised Europe-wide concept, Media-Saturn has implemented innovative store formats on the basis of a new format and concept strategy. In Turkey and Switzerland and at Berlin’s central station, for example, stores were opened that were smaller than the traditional locations. In Russia and Turkey, the sales line has introduced a total of six so-called shop-in-shop stores in METRO Cash & Carry wholesale stores since September 2015. In Barcelona, Media Markt’s first digital store was opened in July 2016. On a floor space of 400 square metres, the customer can directly purchase about 5,000 digitally presented products in a pilot store, access more than 200 services and experience the benefits of digital technology in the store. This includes, for example, the use of virtual reality devices, regular training courses on topics such as the use of digital cameras and a digital play area for children.
Customer requirements vary according to location and also change constantly. In order to retain customers and increase their satisfaction, it is essential to respond to changed requirements quickly. For this reason, Media-Saturn made structural changes in financial year 2015/16 and introduced a new operating model. In doing so, the sales line is transferring decision-making powers and responsibility even further to the operating business in order to respond faster and more flexibly to requirements. The store managers maintain their corporate role and take on the function of chief customer officer, who is primarily responsible for the satisfaction of customers. The national subsidiaries are becoming active portfolio managers. Their task is to optimally align the various sales brands and floor designs in each country and thus to attain the highest possible market share as well as a large number of customers. Media-Saturn-Holding concentrates on its role as a higher authority on strategy, focuses on governance topics, and administers general functions.
In financial year 2015/16, Media-Saturn further promoted innovations in the three areas of new business models, digital innovation as well as product and service innovation. As part of the Spacelab tech accelerator, which was founded in 2015, Media-Saturn invested in four start-up companies from the service area in the first round of the programme. They underwent a comprehensive mentoring programme and implemented pilot projects, in cooperation with the sales line, in many stores of the sales brands. Furthermore, METRO GROUP acquired a minority stake in Deutsche Technikberatung, one of the participating companies.
In the area of digital innovation, Media-Saturn fitted its European stores with digital price tags. These reduce the efforts needed for price changes and will allow the customer to retrieve additional product information from the price tag using a smartphone. Media-Saturn is also testing how virtual reality (VR) can help customers with their shopping: In the Saturn stores in Berlin and Ingolstadt, kitchens can be configured and viewed in virtual space. Through these and other offerings, many customers were able to have their first experience with high-end VR headsets in the company’s stores. In addition, several tests were initiated on subjects such as in-store navigation and robotics.
In the area of product and service innovation, Media-Saturn established new product categories in many stores. Therefore, electric bicycles, robots and so-called hoverboards are now available at Media Markt and Saturn.