Big changes at Media Markt and Saturn should convince customers
Created: 12/23/2022, 12:08 p.m
By: Julian Kaiser
Things are set to change at Media Markt and Saturn.
Customers should benefit from downsizing and standardization – and in a timely manner.
Dortmund – Many things should improve at the consumer electronics stores Media Markt and Saturn, which have been hit by the crisis due to inflation and low consumer sentiment.
The parent company Ceconomy is thus reacting to the recent sharp drop in sales.
The electronics giant now wants to counteract this – drastic innovations are coming to customers.
Media Markt and Saturn will change – parent company Ceconomy has several plans
Anyone who strolls through the shelves of Media Markt and Saturn or looks for bargains online will discover numerous differences between the two retailers - both with regard to the offer and the advertising (more service news on RUHR24).
This has been successful in the past.
As
Merkur
reports, however, an economist now sees the two retail chains facing a pure struggle for survival due to various omissions.
Despite the cyber attack in the summer of 2022 and the effects of the Ukraine war, Ceconomy did not have to draw on its loans and has reserves of two billion euros, reports Die
Welt
.
According to the Ceconomy annual report, the drop in sales from 10.58 billion euros (2016/17) to 9.8 billion euros (2021/22) and the loss in online trading of 1.5 billion euros compared to the previous year left the top management is now rethinking.
Ceconomy boss wants to turn Media Markt and Saturn upside down in view of billions in losses
Because, as CEO Karsten Wildberger explained on December 15, Media Markt and Saturn should only differ in name in the course of 2023.
Against the background of the past decades, in which both markets were rather different, the planned standardization is a real turning point, as RUHR24 reports.
When presenting the annual report, Wildberger asked the Gretchen question: "How do we make two really strong brands even stronger?"
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Media Markt and Saturn will unify their offerings in 2023 – customers will be faced with several changes
The answer should be: Standardization, reduction and better service.
But what exactly will change for customers?
First of all, Media Markt and Saturn will standardize their ranges.
In both markets, the same products should decorate the shelves in the future.
The advantage: The two chains can buy together in the future and be served from new central warehouses, reports Die
Welt
.
As the online magazine
Techbook
reports, the standardization of the range offers another advantage.
After all, "the negotiating position when purchasing (...) is sustainably strengthened if large quantities of electronic items are bought and managed together".
Media Markt and Saturn will have a uniform range
But that's not all.
The top management also plans to downsize both the range and the shops themselves.
After all, rents for smaller sales areas are cheaper.
The reduction in size should also allow the offers to be better adapted to the customers.
Wildberger hopes that you can sell more and improve the margin at the same time.
As the
world
reports, the focus of the new offers should be on areas such as fitness, health and mobility.
In the future, anyone who goes through the stores of Media Markt or Saturn should find fewer goods that have been specially designed for the customer and that can also be delivered faster in case of doubt.
According to
Techbook
, Media Markt and Saturn want to place “more value on the presentation and trying out of products” in the future.
Media Markt and Saturn branches are to be downsized – customers will find fewer products
In order to keep the offer broad and to be able to keep up with competitors like Amazon in the competitive online trade, third-party providers should be brought on board.
According to Die
Welt
, Media Markt and Saturn hope to attract more customers to their sites who will find more washing machines, smartphones and the like when shopping online in the future.
In the future, Ceconomy also wants to make these electronic products known in a joint advertising campaign.
Separate, at the same time striking advertising slogans such as "I'm not stupid" or "Greed is cool!" should finally be a thing of the past.
Standardization, downsizing, more service: a lot is set to change at Media Markt and Saturn in 2023.
© Manfred Segerer/Imago;
Hanno Bode/Imago;
Collage: Julian Kaiser
Media Markt and Saturn want to strengthen themselves in online trading thanks to third-party providers
But the parent company not only wants to downsize the Media Markt and Saturn branches, standardize and reduce the range and increasingly rely on third-party providers in online trading.
The service should also be improved.
Unlike in the past, according to the
world
, repairs of damaged electrical goods should no longer just round off the sales experience, but should also be offered as a subscription and for delivery.
After all, such services “are now real money makers”.
Media Markt and Saturn both remain in place - adjustment for Ceconomy probably too expensive
Despite the numerous changes, both Saturn and the stronger Media Markt brand are to remain in place.
Because with a view to the financially challenging times for Ceconomy, the group can
currently “hardly manage” to adapt the appearance of all Saturn branches to the style of Media Markt , according to the newspaper
Welt .
