MediaMarkt and Saturn: Electronics retailers are facing major upheaval

At MediaMarkt and Saturn there is no less than a turning point. CEO Wildberger has now revealed plans to convert the two electronics chains. For customers, this means, among other things, more service – but also a smaller range.

There is a saying among football fans: “Different in colour, united in substance.” The relationship between MediaMarkt and Saturn could be summed up in a similar way. Because behind the two electronics chains in red (MediaMarkt) and blue (Saturn) is a common parent company: Ceconomy. For CEO Karsten Wildberger, the time is the apparent But separation is a relic of the past.

MediaMarkt and Saturn continue to grow together

The Ceconomy boss recently made that clear when announcing the business figures. In the future it should be at MediaMarkt and Saturn equalized prices and even equal advertising campaigns give. The times when MediaMarkt (“I’m not stupid after all”) and Saturn (“Geiz ist geil”) addressed a different target group with completely different appearances are over (source: Welt).

While advertising slogans may not matter to customers, it looks at the range different. It has to be unified, but also reduced will. But you want to put the remaining products in the limelight better. Advantage from a group perspective: Thanks to a more uniform product range, MediaMarkt and Saturn can buy together and be supplied from new central warehouses.

And CEO Wildberger also wants to grow in services. That’s how it should be Repairs will even be available as a subscription in the future give. A larger variety of products is also planned. One wants to grow beyond the classic target group with new focal points in mobility, fitness and health.

Whether at MediaMarkt or elsewhere – this is how you save when shopping online:

Externally, MediaMarkt and Saturn continue to go their separate ways

Externally, both electronics chains in the branches will continue to go their separate ways, at least for the short term. Say: MediaMarkt remains MediaMarkt, Saturn remains Saturn. In any case, the Saturn brand is only relevant in Germany and Luxembourg, everywhere else in Europe Ceconomy relies on MediaMarkt.